Monthly Content CalendarMonth: JanuaryTheme: New Year, New You [internal value: responsibility; external feature/benefit: convenience]

Week One: New Year’s Day; Rose Bowl Saving Money (how to) – Price v. Convenience – Which Option is Better for You? Promo/Giveaway - New Year, New You – BOGO [healthy] – unlock via email Great Service Column - mailbag-type of feature, generated from customer service + praises MurphyUSA; theme = convenience [“how did we make something more

convenient?”] From the Road Column – Trip to Disney World (Orlando, FL)

Week Two: NCAA Football Championship Jan 9th; Friday the 13th Saving Money (how to) – saving on gasoline: winter edition Budget Calculator Column – how to create a household budget + personal experience in doing so Travel Tips – How to Drive in Snow & Ice: a Southerner’s Experience Top Customer Column – super awesome customer highlight + token prize (with pic & video interview?); theme = convenience & responsibility

Week Three: MLK Day Jan 16; Saving Money (how to) – saving on c-store weather-related products: a shopper’s comparison [think windshield fluid, ice scrapers, gloves, safety items, etc) Promo/Giveaway - vendor promo – merchandise – FREEBIE [must release personal info to unlock deal via Foursquare] Great Service Column - mailbag feature from customer support – how we’ve fixed our gaffes; theme = responsibility [“how did we take responsibility for something that

happened?”] Oil & Gas 101 Column - education-based --- MurphyUSA history + 15th Anniversary

Week Four: Manager’s Meeting Jan 22-25; Chinese New Year Jan 23; Opposite Day Jan 25 Saving Money (how to) – bang for your buck: healthy food choices at MurphyUSA Budget Calculator Column - “spend money on this, not on that” column Travel Tips – Things to Do while Driving: New Year’s edition Top Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: responsibility [“how did you go above and beyond in your job responsibilities?]

Major Promotions Planned: convenience of mobile applications – relaunch mobile app w/ enhanced functionalities; build up the suspense of the launch internally to manager’s meeting + externally with blog + social networks [campaign to emulate: the iPhone]

Bloggers: “unofficial” screen shots of functionality & use steeped in growing speculation; once launched, photos/videos/copy made in the car, in a parking lot, etc demonstrating use

Facebook: actual launch site for the application – only Facebook fans have the initial “unlock” code to DL the app

Website: crystal clear/clean hero image + message + “official” information about the new apppossibly produce microsite longer-term – “the chuck norris of applications” –

crowdsource the future development/features for the appYouTube: video of using the app in a funny ad (“the app that does. Everything.”)** App will be socially integrated to allow for shares/sharing of information – possibly add a Foursquare promo to reward those who

check in at the same station 3x/10x/25x/100x with the app. **Launch Date: January 23rd (manager’s meeting) ; January 24th (Facebook) ; January 26th (everyone)

JANUARY Week One Week Two Week Three Week Four

Website Hero Image Theme

New Year, New Look – lots of changes on the horizonWinter appearance

App is Coming… App is COMING! App Launch!!Launch microsite for app

Blogs

Internal: new blog name launch; new look; Great Service column; how to save on maintenanceExternal: branding change

Internal: results of driving poll; save on gas; FB link + extra commentary on super customerExternal: app hype!

Internal: Murphy history + anniversary; healthy options @ Murphy; “spend this, not that!”

Internal: app launch (w/ numbers of DLs, uses, comments, big glossy photos); Mayors

Facebook

Home to redeem coupon with FB like + driving pollNew Year’s Resolutions – internal/external

App is Coming… comment on speculationSuper Customer highlight

App is COMING! (official response to the hype; launch details); We’re heading to Disney World (solicit tips)

Exclusive app launch site for FB fans; solicit comments;

TwitterAnnounce monthly “best Mayors” awards for FSQLinkbait other initiatives

App is Coming – link to internal sources (external to spread internal link + self-comments)

App is Coming – “damage control” for the hype (set aflame in the community)

App Launch – link to FB for access code!

FoursquareAnnounce monthly “best Mayors” awards for FSQ

Mayor Awards – based on # check-ins & station tips/commentary

YouTube/FlickrVideo: blogger – convenience of Murphy theme

Video: branding – Murphy values: responsibility

Video: quick stream from Disney; ad for App launch

Email/SMSE-Offer: freebie to redeem via Facebook

E-Offer: BOGO to redeem via SMS

Email: app launch!

In-Store

Monthly Content CalendarMonth: February [American Heart Month; Black History Month]Theme: For the Love of Driving [internal value = listen & communicate; external = customer appreciation]

Week One: Groundhog Day Feb 2; Superbowl Feb 5 Saving Money (how to) - How to Get $$$ off your Gas -- Promo/Giveaway – “The Ad They Wouldn’t Show” - Superbowl! [redeem at YouTube channel – Superbowl-style ad about…???] Great Service Column – Integrating a Love of Driving with the Love of Murphy (essential part of the drive, but make it more emotionally-driven) From the Road Column – Travel to Indianapolis for the Superbowl

Week Two: Lincoln’s Birthday Feb 12 ; Valentine’s Day Feb 14 Saving Money (how to) – Partner/Vendor Deals (lead up to President’s Day Sales) [link juice for 3rd-party deals] Budget Calculator Column - Serialized check-in with how the monthly budget is doing Travel Tips – Getting the Most from Your Commute w/ Murphy Top Customer Column – We Love Our Customers! (Valentine’s Day)

Week Three: President’s Day Feb 20; Mardi Gras Feb 21; NBA All-Star Game Feb 26 Saving Money (how to) – Sweet 16: How to Teach Your Kids to Drive (and Save Money While Doing So!) Promo/Giveaway – Mardi Gras-theme [submit store-based photos to stream] Great Service Column - mailbag feature from customer support – theme = communication; All-Star Edition – and a call for more feedback Oil & Gas 101 Column - education-based – “Keeping Gas Clean (and Low-Cost!)

Week Four: Leap Day Feb 29 Saving Money (how to) – Saving Money: Spring Break Edition Budget Calculator Column – “Spend This, Not That!” Travel Tips – Getting Ready for Spring Break! Top Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: listen & communication [“how did you go above and beyond to listen &

communicate?]

Major Promotions Planned: Internal: Customer Appreciation campaign – highlight all the ways we listen, support, and communicate with our customers, and

engage in the transparency to always know who the customer is + who MurphyUSA isExternal: Love of Driving campaign – emotionally-charged campaign to integrate the love of driving with the experience(s) at

Murphy and driving home the point that we listen, communicate & appreciate our customersInternal/External: customer appreciation promotion

** post-Feb 15th: start recruiting for Murphy Madness (need 128 road warrior contestants split between geographies) – build out microsite to manage content + all back-end functionality by Feb 27 th for FINAL testing

FEBRUARY Week One Week Two Week Three Week Four

Website Hero Image Theme

SuperbowlAll About Murpay + “ad”

Valentine’s Theme – reds, white, pinkLove Staff & Customers!

President’s Day Theme – red, white, blue;Recruit for MurMad

Preview into MurMad; store photo stream

Blogs

Internal: All About Murpay; From the road – travel to Superbowl; External: real use of Murpay + commentary

Internal: Love Our Customers!; Love Our Field Employees; Love Our Stores!External: enjoy the commute with Murphy

Internal: Great Service All Stars (Customer Service); solicit comments; MurMad recruit adExternal: recruit for MurMad

Internal: Amp up to Murphy Madness ; Spring Break travel ideas; “Spend this, not that!”; MayorsExternal: Murphy Madness steam

Facebook

Facebook campaign: for the love of driving; highlight Murpay campaign

Meme: Roadtrip! + invite friends to join FB page ; Super Customer highlights

Sweepstakes for MurMad (recruiting road warriors to become a Road Idol)

Photo stream from Flickr – vote on the best pics ; amping up to Murphy Madness

TwitterMurpay signups; Highlight Facebook love driving campaign

Partner/Vendor Deals (lead up to Prez Day)

Spotlight FB photo campaign + photo streamsSpotlight Murphy video

Amping up for Murphy Madness! ; continue soliciting for photos

FoursquareAnnounce monthly “best Mayors” awards for FSQ

Mayor Awards – based on Murpay use + # check-ins – preview into MurMad

YouTube/FlickrEstablish Flickr account for store photo uploadsVideo: “Superbowl ad” re: Murpay

Video: blogger – customer appreciation in action on V-Day

Video: branding – Murphy values: listen & communicateVideo: ad for MurMad

Video: quickstream – best customer photos

Email/SMSE-Offer: freebie to redeem with Superbowl ad re: Murpay (at YouTube)

SMS: Murpay signups + drip campaign

E-Offer: BOGO to redeem via photo upload of your favorite store

In-StoreSignage: sign up for Murpay

Monthly Content CalendarMonth: March [Women’s History Month; Red Cross Month; Spring Break]Theme: Murphy Madness! [internal value: Celebrate! ; external feature/benefit: Community Involvement

Week One: Daylight Savings Mar 11 Saving Money (how to) - Daylight Savings – Morning Coffee/Breakfast Deals on the Way to Work Promo/Giveaway – Red Cross Month – donate $x thru MurphyUSA, get a FREE ___! Great Service Column - Community Involvement: highlight on Team Murphy From the Road Column - Driving to Florida for Spring Break!

Week Two: Girl Scout’s Day Mar 12; Pi Day Mar 14; St. Patrick’s Day Mar 17 Saving Money (how to) - Vendor/Partner Deals (Pot o’ Gold-theme) [link juice for 3rd-party deals] Budget Calculator Column - Serialized check-in with how the monthly budget is doing Travel Tips - Roadtrips with MurphyUSA! // Spring Break! Top Customer Column – super awesome customer involved with their local community w/ Murphy help

Week Three: Spring Equinox Mar 19; National Goof Off Day Mar 22 Saving Money (how to) - How to Save Money: Road Warrior Edition [tips from our Road Warrior contestants!] Promo/Giveaway – MurphyMadness voting at Facebook – BOGO product Great Service Column - mailbag feature from customer support – “how do we celebrate our successes?” [the ducks!] +call for more customer feedback! Oil & Gas 101 Column - education-based – how gasoline formulas change with the season

Week Four: Make Up Your Own Holiday Day Mar 26; Final Four Mar 30-Apr1 Saving Money (how to) – Celebrate the Final Four w/ MurphyUSA [savings on game-time products = beer, chips & dip, soda, etc] Budget Calculator Column – “Spend This, Not That!” Travel Tips – Cool Driving Tools You Need to Have (including a traveling car disco ball!) Top Employee Column – super awesome employees involved in their community

Major Promotions Planned:Murphy Madness! From 64 road warrior contestants in 4 geographic areas to a single Road Idol via Bracket Challenge for a YEAR of free gasoline at

MurphyUSA! Fully integrated month-long campaign with social voting, photos of miles driven, purchases made with participating vendors, scavenger hunt-style challenges to complete (online & offline), and local store sponsorship for the top 16 contestants

Possible sponsors: Coke, Slim Jim, General Motors, Wal-Mart, Waffle House, Clear Channel, SprintBudget: dependent on sponsor involvement, but as close to cost-neutral as possible for Murphy

Small weekly prize drawings for participating voters; six contest roundsBloggers: up the hype & get behind your region (and help the warriors complete their missions with their readers!)Website: hero image on the main website; integrated microsite as homebase for the full campaignWiki: running commentary on the warriors w/ bios, info, the contest, etc – fully editable & sharableFoursquare: check-ins at Murphy + sponsors = points toward victory; additional mini-contests as wellMobile app:Facebook: social voting via Face-off app; invites to refer friends to vote; mini-contests for contestants & followersTwitter: maintain #murphymadness for live-blogging of contest events and score totalsYouTube: creation & posting of created content (including promo-like materials to unlock with the videos)Stores: “sponsorship” of their local Sweet 16 contestants to get the local hero to victory!

MARCH Week One Week Two Week Three Week Four

Website Hero Image Theme

MurMad Round 1-2Red Cross promoSpring colors for ads

MurMad Round 3-4TeamMurphy hilites

MurMad Round 5-6 MurMad Round 7

Blogs

Internal: Daylight Savings; Florida trip;External: TeamMurphy; MurMadness announce

Internal: vendor deals; top customersExternal: budget checkin; roadtrips with Murphy; bloggers helping your region to victory!

Internal: customer support; gas formulas; road warrior tipsExternal: MurMad voting – get down to the local level!

Internal: Employees; MurMad finals;l final four with MurphyUSAExternal: Spend This, Not That; Cool Driving Tools

Facebook

Red Cross Promo announcements; MurMad launch

MurMad promo – social sharing & initial voting for contenders

MurMad promo – votingeOffer – unlock with voting (BOGO)

MurMad promo – daily mini-contests (4 total; crown Idol early Friday!)

TwitterRed Cross announcements; MurMad launch + real-time score updates

MurMad score updates + social sharing for voting + road tips from contenders

MurMad score updates + social sharing + road tips from contenders

MurMad score updates + social sharing + tweet to vote

FoursquareAnnounce monthly Mayor awards; lead into MurMad w/ # check-ins

MurMad promo - # checkins + social share

MurMad promo - # checkins + check-ins with friends

MurMad promo - # checkins +

YouTube/FlickrMurMad promo – catchy intro about game ; photo stream uploads

MurMad promo – the contenders – basic info (20s); photo stream uploads

MurMad promo – the contenders – deep info (45s); photo stream uploads

MurMad promo - who will be crowned the ‘Road Idol’

Email/SMSEmail - Red Cross promo (e-Offer); announce launch of MurMad

Email – MurMad regional updates

Text - MurMad - Text to Vote

Text – MurMad – Text to Vote

In-Store“Sponsorship” of R4 local contestants thru R7