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AFI-U:EVOLUTION

CREATION 2DECEMBER 13, 2017

VISION Achieve our company goals through engaged workforce and high customer satisfaction So that our customer: Finds a compelling reason to spend time with us, AND becomes an So that our advocate brand: Delivers on our mission and differentiates to create an emotional connection So that each The owner and teacher of of us are: Empowered Proud and passionate unique knowledge about our unique role with autonomy A Division that is constantly gettingInvesting A cohesive marketing Employee smarter and more efficientIn: culture with shared engagement and longevity knowledge, values and working style

PROGRAM GOALS1. Enculturate + activate on our new shared “Marketing Way” –a clear, process-driven way of working together with common language, principles and behaviors.2. Inspire, equip and invest in our people with competency-building activities that: 1. Are immersive, immediately actionable and hands-on 2. Delivered and developed with educational rigor by world-class experts 3. Are unique to and tailored for AmFam 4. Build year-after-year 5. Are collaborative across teams 6. Energize and uplift us as participants

COMPETENCIESCore Marketing Competency Goal BUSINESS MANAGEMENT Broad understanding of the insurance industry, our BRAND ACUMEN company, and marketing’s role in supporting business objectives. CONSUMER INSIGHTS + ACTION In-depth understanding of the American Family Insurance brand and our fundamental brand strategy and positioning. Underpin all that we do in a customer-driven focusBRAND COMMUNICATION + ACTIVATION Delivery of world-class, business-building communications MARKETING AGENCY RELATIONS and experiences. Develop high-functioning agency-client teams.

Session Title Session Type Dates Our Business & Our Brand Full Day Summit February 20-23 Sales & Service Call Center Immersion March 27-30 April 24-27 Consumer Insights Full Day Summit May 22-25 Agent Office Visit Immersion July 10-13CALENDAR Insurance Fundamentals Half Day Summit August 7-10 September 18-21 Creating Effective Marketing Full Day Summit October 30-November 2 Plans December 4-7 Claims Call Center Immersion 6 Getting to World-Class Work Full Day Summit Make-up Sessions All Full Day SummitsDECEMBER 13, 2017

EVOLUTION: 7 2018DECEMBER 13, 2017

AFI-MARKETING UPURPOSE To cultivate the marketing vision by: Enhancing Our Championing Developing Impact on the Collaboration Our People Business 8DECEMBER 13, 2017

MARKETING VISION As an exceptional marketing division, we will utilize our marketing acumen and strong brand to be truly customer- driven and enhance the organization’s business results by partnering with the product lines, the field and other divisions. These business results include acquiring new customers, retaining current customers, increasing cross selling opportunities and maintaining profitability. 9

AFI-MARKETING UCONTENT DEVELOPMENT CURRICULUM AFI BUSINESS NEEDSDECEMBER 13, 2017 10

AFI-MARKETING UCONTENT DEVELOPMENTWeek of Oct 16 Focus Groups Feedback & Ideas from AFI-U Particpants (all levels)Oct 19 Meet with TD Initial intro and partnership meeting with TDOct 20 Planning Session AFI-MU team planning session; develop objectiveOct 25 Meet with Mktg Leaders Feedback & Ideas from Marketing LeadershipOct 27 AFI Business Needs Receive intel on AFI business needsOct 16-Nov 13 Program Development Working team develop content, cadenceNov 13 Meet with TD Formal check in on resources, timing, milestones, etcOther Milestones (timing TBD): 11• Check in with Marketing Leadership• Communication to Marketing Division• Full calendar development• First session launchesDECEMBER 13, 2017

APPENDIX 12DECEMBER 13, 2017

POSITIVE FEEDBACK “I appreciate the investment AmFam is making in us!”“With the company for some time, but still learned a lot and rekindled my interest to learn even more aboutmarketing and integrate into my day to day work. Thank you!”“This was super beneficial. Makes me think even “Everything worked. Most valuable AFI-U session to date.”more about the customer and how they mightreact to new products, discounts, etc., we market.” “Very interesting to take a step back from our constant cycle of producing and think about the why behind what we're producing.”“Great info, engaging instructors. Even though “Excellent session, I learned a lot and want to put this to use.we got into the weeds, I thought that was great. I'd like follow-up opportunities to practice this. It's a greatI feel like I finally understand AFI insurance experience to collaborate with others from other units interms and concepts!” Marketing.” “I already have recommended today's “AFI-U is a tremendous undertaking and I'm happy summit to those that are attending to benefiting from it. Keep up the great work.” tomorrow and Thursday.”DECEMBER 13, 2017 13

SUMMIT OVERVIEW:OUR BUSINESS & OUR BRANDLearning Outcomes Participants develop a deep understanding of brand positioning, including strategic targets. Participants develop a deep understanding of AMFAM Brand positioning, and can explain it to others (agencies, internal partners) Participants understand the brand building guardrails and begin to apply it to their daily work Participants develop a deep understanding of insurance segmentation, our priority segments and the difference between segmentation and targeting Participants understand the business context in which we operate – exactly WHAT marketing is accountable for delivering. This includes a much deeper understanding of all the functions and disciplines of our own marketing team.Competency Focus Business Management Brand AcumenCourse Topics1. Team/unit UVP statements2. Brand-building framework3. The AmFam Brand HouseDECEMBER 13, 2017 14

SUMMIT OVERVIEW:CONSUMER INSIGHTS Learning Outcomes:  Participants learn what a consumer insight is and is not, and the insights we have/use  Participants learn how to create and apply consumer insights in context of their work: creative and media insights, journey mapping  Participants learn how to create a holistic profile of chosen brand targets  Participants learn how to identify and address barriers along consumer’s path to purchase/journey Competency Focus  Consumer Insights + Action Course Topics 1. Creating a holistic consumer profile – and connecting it to briefs, media, etc. 2. Understanding Consumer Insights 3. Creating a Who inspired business challenge (get x consumer to do y behavior) 4. Path to Purchase/ Journey Mapping 5. Creating Marketing Platforms based on insights and equityDECEMBER 13, 2017 15

SUMMIT OVERVIEW: 16CREATING EFFECTIVE MARKETING PLANS Learning outcomes:  Participants understand criteria for effective, holistic marketing plans (positioning, ideas, execution)  Participants develop understanding of the role and importance of critical touchpoints  Participants understand application of key strategic touchpoints  Participants understand inputs and considerations when developing and evaluating plans Competency Focus  Brand Communication + Activation Course Topics 1. AFI marketing budget + marketing mix 2. Principles for an effective holistic marketing plan 3. Paid, Owned, Earned Touchpoint 101 4. Comms Planning (role of touchpoints, context, receptivity insights) 5. Apply best practices to practical AFI examples (Know Your Drive, etc)DECEMBER 13, 2017

SUMMIT OVERVIEW: 17LEADING CREATIVE: STRATEGY TO EXECUTION Learning outcomes  Participants learn how to develop sound brand communications strategies  Participants learn how to write inspirational, and strategically choiceful, creative briefs.  Participants develop skills in evaluating creative work and providing feedback  Participants understand the importance of great agency-client relationships Competency Focus  Brand Communication + Activation  Consumer Insights (in the sense that we apply these to briefs/ideas)  Marketing Agency Relationships Course Topics 1. How to write a brief 2. How to identify and evaluate ideas 3. How to evaluate creative (ideas and drama) + give feedback 4. Building inspirational agency/client relationshipsDECEMBER 13, 2017

2017 Budget Summary (Forecast YE) $ 15,000 $ 855,000 Blamer Consulting $ 8,500 Stengel Consulting $ 40,000 Stengel Travel $ 2,000 Venues $ 920,500 Misc Support (printing, thank you gifts, etc) TOTAL 18DECEMBER 13, 2017