Q1 2018 Marketing Showcase

Q1 2018MARKETING SHOWCASEQ1 ADVERTISING SPEND:443MM lllllllll $4.4MMMedia Impressions Q1 2018724MM lllllllllllll $6.2MMMedia Impressions Q1 2017Welcome to the first issue of the Marketing Showcase for 2018.Enclosed you will find an overview of American Family Insurance’smarketing activities occurring in Q1 2018, as well as a few per-formance results from Q4 2017. In these pages you’ll learn moreabout our partnerships with BIG Dream Gathering, high schoolsports, and UW-Madison. We’ve also included DreamKeep andDirect Mail updates, and much more.After reading, please KNOW, SHARE and DO with your colleagues! Index: Page 1: Introduction & YoY Spend/Impressions Page 2: 2017 Performance Results Page 3: Consumer Marketing Flowchart Page 4-5: Q1 Consumer Campaigns Page 6: One Saturday to Dream Fearlessly Page 7: Marketing on Demand Page 8-10: Sponsorship & Events Updates Page 11: UW-Madison Partnership Spotlight Page 12: Direct Marketing Updates Page 13: Additional Marketing Impact Page 14: DreamKeep Rewards Page 15: Know/Share/Do 1

2017 PERFORMANCE RESULTS Marketing completed Year 1 of Social Media AFI Marketing-U, a series of summits and immersive Supported Berbee Derbee race by highlighting the story experiences designed to of Ashley and Melanie’s #DeploymentStrong team. develop and strengthen our marketing acumen and #DeploymentStrong team features dozens of spouses in insurance industry knowledge in order to enhance the military oversees who ran the race Thanksgiving our impact on the business. morning. It is a means to connect family that are thousands of miles apart to share in an experience and connect over Year-end program results were strong: the holidays all while giving back to the community through the Technology Education Foundation. • 74% of participants believed that AFI Marketing-U helps in their current role and in their career at AmFam ADDITIONAL UPDATES • Over 81% of participants would recommend AFI Marketing-U to a colleague 2017 #DreamFearlesslyFanVote, an online voting competition, provides an opportunity for two highDreamKeep Rewards – school football players to compete and participate in the Under Armour All American Game. The 4 week launched October 25 in Illinois contest was open October 3 to November 17 and garnered over 1MM total votes and 45K social Results effective as of November 30 engagements, a 288% increase from 2016! In an exclusive new-to-market partnership between Members: AmFam, The Players’Tribune and Twitter, #Verified is a modern refresh of the dated press conference format. 1,963 members enrolled It airs live on Twitter and is fueled by fan questions • 93% customers; 7% non-customers submitted through the #Verified stream. Episode 1 • 10% agents, staff or employees Performance was AJ Green and resulted in: • Impressions: 5,919,463 PROGRAM ENGAGEMENT • Video views: 2,604,247 Activities: • Video completion: 588,700 • Video view rate: 44.05% 8.3/10 member rating • Total Unique Viewers: 144,415 5 activities completed on average per member • Average Minutes Watched: 8.6 minutes 89% of members rated the activities as favorable Popular activities: Halt the Hackers; Family Budgeting 101; Find Your Balance; Know Your Life Needs Rewards: 37 rewards redeemed Family Fun Pass; Beauty Treatment; Discounted Movie Tickets; Magazine Subscription; Concert Tickets2

Q1 CONSUMER MARKETING FLOWCHART2018 Q1 Broadcast Weeks on Air: 4 2018 Q1 Broadcast Impressions: 214MM2017 Q1 Broadcast Weeks on Air: 6 2017 Q1 Broadcast Impressions: 366MMJANUARY FEBRUARY MARCH Brand: Broadcast, Radio, Digital, Search , Social & OOH Homeowners: Radio, Digital, Search, Direct Marketing, Social & OOH Auto & Home Shows DreamBank Farm/Ranch Campaign: Radio, Print, Digital, Search, Direct Marketing, & Social Auto: Search, Direct Marketing, & Social High School Basketball Habitational: Search Small Business (including BAP): Digital, Print, Search, Direct Marketing, & SocialHigh School FootballDKR Launch in Nebraska Big Dream Gatherings Life: Search & Direct Marketing ID Theft: Social 3

Q1 INTEGRATED CONSUMER CAMPAIGNS2018 Product and brand bridge plan leveraging 2017 creativeBrand Campaign • Target: Advancers, Explorers, and Builders • Media Channels: TV, Radio, Digital, Search, Social, OOHHomeowners Campaign WHAT’S THE REWARD FOR BEING A THIRD GENERATION FARMER? • Target: Advancers, Explorers, and Builders • Media Channels: Radio, Digital, Search, Social, OOH A FOURTH GENERATION.Farm/Ranch Campaign The goal for every family farm is to pass it on to their family. So you can’t a ord to waste a penny on coverage for barns or tractors that you don’t even have. • Target Audience: Small to medium family farms That’s why American Family Insurance covers just what you need. Nothing more. • Focus on: Because after 90 years of working in farming communities, we know what it 1. Corn, Wheat, Soybean means to pass along more than your name. Visit amfam.com/farm. 2. Beef 3. All Other Crops including Hay and Cotton American Family Mutual Insurance Company, S.I., American Family Insurance Company, 6000 American Parkway, Madison, WI 53783. Visit amfam.com for details. | 013571 — 7/17 © 2017 4. Dairy 5. Hog• Geography: NE, ND, OH, MO, MN,WI, IL, IN, IA, KS• Media Channels: Radio, Print, Digital, Search, Social• V ideos developed by Social team about Farm customer Dan Wegmueller from his radio spot read to support F/R product in social.Additional Q1 Digitally Focused Campaigns • Auto • Habitational • Small Business (including BAP) • Life • ID‘Theft Additional Social Media Support • Pinterest • A full-funnel strategy to support Homeowners in late Q1 that will include content that generates brand awareness all the way through to agent search results and quote request form completions for homeowner. • MyAccount and MyAmfam App Support4 • 3 posts for each and rotating weekly. • Collaboration with digital team to develop social content based on releases • Supports customer retention

Q1 INTEGRATED CONSUMER CAMPAIGNS (cont)As we move into 2018 and develop integrated marketing campaigns, our planning team hasdefined the communications plan, vision and strategies that will guide our new creative work.Business ObjectiveAchieve revenue of $12B and gain from operation $3.3B by 2021.VisionTo be the most trusted and valued customer-driven insurance company.Our Core BeliefAmerican Family Insurance believes that dreams are the most valuable thing you’ll ever own.MissionBring about a better future by inspiring, protecting & restoring dreams.InsightBecause the world feels a little more uncertain today it’s easy to lose sight of your dream.Creative StrategyAmerican Family Insurance gives you the support you need to help keep your dream in sight.2018 Creative Stra2t0eg1y8&CBrigeIadteiave Strategy & Big Idea Role for the Brand TO HELP INSPIRE, PROTECT AND RESTORE DREAMS OF CUSTOMERS AND COMMUNITIES Strategic Storyline THE SUPPORT YOU NEED TO HELP KEEP YOU FOCUSED ON YOUR DREAMS Brand Platform INSURE CAREFULLY, DREAM FEARLESSLYInspire Protect Restore Communication StrategyHow ourHCoomwmuWniceatWionisllwAillcFtleaxnd Engage with Consumers 1 START WITH THE HEART, CONVERT WITH THE HEAD WHAT WE BELIEVE WHAT WE SELLProtecting other people’s dreams How American Family Insurance protects your dreams Story Telling Story Doing Story Enablement Dreamweaving Story Advocacy 5 Provoke positive Build positive Drive consideration Drive completed Drive retention by predisposition by predisposition through by intersecting dream applications by keeping customersshining a light on dream community action (e.g. tailoring solutions to feeling proactivelysupport amidst a climate signals with their specific dreams OSTDF) designed to differentiated dream supported of uncertainty support dreams support solutions 1

ONE SATURDAY TO DREAM FEARLESSLY AGENT-LED ONE SATURDAY EVENTS: • P rovide a branded platform for agents to expand and amplify the charitable/cause-related activities they’re already doing in their communities • P rove AFI’s commitment to inspiring, protecting and restoring dreams at the local level • C reate positive interactions & unique experiences that provide customers value beyond paying their bill/filing a claim. Spring Awards/Agent Honors Agents who hosted an event in 2017 can submit it to win recognition at the 2018 Spring Awards (recently renamed ‘Agent Honors’) involving a $1,500 donation to the local charity/cause of their choice. Upcoming Program Enhancements •A gent toolkit migration to MyGuide & addition of agent forum • Expanded & enhanced MOD items •E xpanded digital/social media content & support for agents •M ore robust PR/Corp. comms planning across agent events Corporate-Led One Saturday Events Corporate One Saturday events will drive scale and reach for the One Saturday platform, and will utilize our Brand Ambassadors in an authentic way as we continue to support our communities. Target: May 2018 Markets: 3-5, all on the same day, within AFI footprint6

MARKETING ON DEMAND (MOD)Successful Relaunch of Marketing on Demand (MOD)!The Marketing on Demand (MOD) online storefront foragency marketing materials transitioned to a new vendor/platform on Dec. 4. The foundation of the platform transitionis focused on improved navigation and user efficiencies toincrease usage of MOD. A robust training package includingwebinars, pre-recorded videos, FAQs and job aids within MODhave armed agents and staff with information for a successfultransition to the new platform.The MOD team is currently prioritizing a post-launch systemenhancement list to further take advantage of the new vendor’sfunctionality, providing users with different and more marketingmaterial options in the future. Fun facts for 1,125 items created the first week with agent imprint of New MOD2,700 orders4,467 unique logins Feedback from one agent: “It’s like shopping on Amazon!” 7

SPONSORSHIPS & EVENT UPDATESSponsorships & Events participates in consumer shows as they are a direct link to potential customers for AFI auto andhomeowners insurance products. These are settings where attendees are in the mindset to buy cars or make home im-provements. Insurance is a logical consideration in both cases and helps to build brand awareness and generate leads. 2018 Q1 Auto/Home Show Schedule DATE PRODUCT FOCUS LOCATION CITY STATE January 12-15 Auto South Towne Expo Center Salt Lake City UT January 19-28 Home Indiana State Fairgrounds Indianapolis IN January 25-28 Auto Oregon Convention Center Portland OR February 2-11 Home IX Center Cleveland OH February 8-11 Home Iowa Events Center Des Moines IA February 24-March 4 Home Colorado Convention Center Denver CO February 24-March 4 Auto Wisconsin Center Milwaukee WI February 24-25, March 1-4 Home Duke Energy Convention Center Cincinnati OH March 2-4 Home University of Phoenix Stadium Phoenix AZ March 8-11 Home America’s Center St. Louis MO March 8-11 Home Lane County Events Center Eugene OR March 9-11 Home South Towne Expo Center Salt Lake City UT March 30-April 1, April 6-8 Home Minneapolis Convention Center Minneapolis MN8

SPONSORSHIPS & EVENT UPDATES(cont) 2018 Q1 High School Partnership ScheduleDATE SPONSORSHIP LOCATION CITY STATEFOOTBALL FLJanuary 2-4 Under Armour All America Game Camping World Stadium Orlando TX Alamo Dome San AntonioJanuary 5-7 US Army All American Bowl Various GABASKETBALL TXJanuary— early McDonald’s All American Tour Respective schools Various Phillips Arena AtlantaMarch Stops TBD San AntonioMarch 28 McDonald’s All American GameMarch 31-April 2 American Family Slam Dunk & 3- Pt. ChallengeHigh School Sports has been a central and integral component of marketing to our consumers, due to its 9exceptional alignment with our “Dreams” campaign and offering our agents authentic opportunities toengage with families and communities. We partner with high profile brands in this space to build brandawareness and positive brand sentiment for consumer “top of mind” when they think of insurance.

SPONSORSHIPS & EVENT UPDATES (cont)In Q1 of 2018 we begin to implement a new Here are the scheduled 2018 Q1content plan to support our partnership BIG Dream Gathering events: *with the BIG Dream Gathering. Our goal is toextend this partnership beyond the events February 6, Kansas State University, Manhattan, Kansasspace and into our other touchpoints to help February 13, Winona State University, Winona, Minnesotaus increase brand awareness and send the February 20, Wartburg College, Waverly, Iowamessage to a wider audience that American February 27, University of Nebraska, Lincoln, NebraskaFamily Insurance is dedicated to inspiring, March 27, Purdue University, West Lafayette, Indianaprotecting and restoring dreams. This planincludes efforts in: 2018 Q1 BIG DREAM GATHERINGS • Amfam.com Content • Social Media • Event Branding • Email Marketing • Agent/Employee Activation10 * Subject to change

UW-MADISON PARTNERSHIP SPOTLIGHTUNIQUE DRIVERLESS VEHICLE ON DISPLAY ONGOING PRESENCE ONIN MADISON UW-MADISON CAMPUSLike many of today’s fully loaded cars, which offer capabilities • UW Homecoming Huddlesuch as adaptive cruise control, lane-keep assist, and (Tailgate Party)automatic parking, the Navya passenger shuttle capitalizeson such cutting-edge technologies as Lidar, GPS, cameras, • UW Family Weekenddynamic driving algorithms, and more in the features thatenable its passengers to arrive safely at their destinations. • UW Student Housing FairOne feature that’s noticeably missing, however, is a steering - Agents can market to allwheel. And space for its driver. leads collected through MODThe shuttle is among myriad autonomous vehicles worldwide platformin various stages of development—and at an event that was 11held Nov. 17 and 18 on the University of Wisconsin–MadisonCollege of Engineering campus, visitors had the opportunityto check it out.“Continuing its longstanding support of UW–Madison,American Family Insurance is among the organizationsmaking the shuttle’s visit to Madison possible. The company’ssupport will further a collective understanding of how artificialintelligence technology like automated vehicles can be usedto benefit consumers and the public and private sectors alike,”says Justin Cruz, the company’s vice president for strategicdata and analytics.“This partnership is another way to live our company’scommitment to making a meaningful difference in ourcommunities, our environment and for the people we serve,”he says. “We have a strong partnership with UW–Madison andwe’re proud to support its innovative research in this area.”OPPORTUNITY FOR AGENTS THROUGHUW PARTNERSHIP• D evelop connections with alumni, students and student parents• 2017 had collective attendees of over 1,500• Leads generated will be distributed first to those agents who host the events• L eads generated by staffed events (1 of 3 by agents), is approximately 150

DIRECT MARKETINGWe have many things to celebrate at the INTRODUCINGclose of 2017. Below is a sampling of some DREAMKEEP REWARDSof the great initiatives we are working onand continue to work on in 2018: Imagine if doing something to improve your well-being got you points toward aOur Direct Mail Customer Journey Slider was dinner at your favorite restaurant.*mentioned by Mintel for Innovative IdeasCurrently running 16 direct mail creative tests Protect Precious Cargo Say Yes to Yoga Plan Your Fire Escape From Clutter Meal Plans Made Easyalong with 4 data tests in market +800 +800 +600 to Charity +600DreamKeep Rewards support by sending out119,000 direct mail pieces along with over 95,000 +800emails to our Illinois customers. • Emails for DKR were made up of 5 different Beauty Treatment Round of Golf Comedy Show Fly a Plane -6K -11K -23.1K -25.8K tests before sending to entire audience and also provided different email content PROTECT YOUR DREAMS, COLLECT REWARDS.Halt depending on if they opened the first email. Proactive Plumbing the Hackers! The Road to Be a Hero. Make BedtimeMOD relaunch Q4, and post launch in Q1 +400 +800 DreamBKeet+tee4pr0M0RPeGwards Donate Blood.Credit-based data for Homeowner X Date (HXD) Story TimeDirect Mail program is showing substantial lift is a u+n8i0q0ue, engaging+6a0n0d fun way to get rewardscompared to current data source. The HXD programis targeted towards homeowners whose expected for the activities you do every day to pursue and protect your dreams.home insurance is ready to renew.Pilot completed on new auto shopping lead source, It’s free to join and it all begins right here.which had a successful sales rate, and will beincorporated into our direct mail trigger Concert Ticket Personal Trainer Session Photoshoot Hot Air Balloon Flightprospecting program beginning in Q1. BucCklOe uMp+,PD4L0re0EaTmEke-eA1p4CeKrTIFVamITilIyEBS+u8dT0g0eOtinEgA1R-011N5KPBoOoIkNa+TB8So0o0kFCOluRb REW-50AKRDSNew response model was completed for direct CPR Certify Find Your-16Kmarketing prospecting, which is showing Yourself! 25th Hourimprovement over the prior model +800 +400Transactional MyAccount emails continue to providethe best open and click through rate throughout Q4 Neighborhood Watch > +600 >of all emails +800 POINTS Family Fitness Fun Car Insurance Test Your Detectors +800Se“vUEennafroNnriJgguehmttapRw-eS+asty4ao0”rrt0tSmarts RFeafdomerileryem-3FwKupanordPinasstss Checklist Co+m6p00lete -50K poi-n1t1s9.8K +600 activities IT’S EASY TO KEEP TRACK OF YOUR REWARDS ONLINE AT DREAMKEEP.AMFAM.COM/MAIL Protect Precious Cargo Say Yes to Yoga Plan Your Fire Escape From Clutter Meal Plans Made Easy +800 +800 +600 to Charity +600*Minimum purchase may be required for this reward. +800 Proactive Plumbing +400 Carpool Your Kids StaPrltaPYnEoYRuoFruOr FFiFreHEEscRaEpe From Clutter Meal Plans Made Easy +400 Dream Fund+600 CPR Certify Yourself! +600 +800 Don’tPBrloot+weD6cii0Rtnt0ePwi+nsriet8gtach0iuR0oLreuianwsntaC!tradrgHoydra+t4eS0Fa0oyrYL+eifs8e0to0Yoga } } to Charity +600 +800 -5K EARN POINTS FOR ACTIVITIESHalttheHackers! ActivitRieeswards+800 Be a Hero. The Road to Donate Blood. Make Bedtime Better MPG Story Time +800 +600 +400 Make Time upC+, Do40rue0cahmktPoereo5paKecr tiFv+aem40Pily0luB1m+u1Y8db0TgoD0ieTinptauirgsnielgfgcoa1aar0tm1nEevrKecBHroehyaoelkotapt+oIhBn8+so0eRs8o0euH0ekIlc0aaCfweltcruekDobaeAamrrmgsda!ssianislstoangrTBehelweits+tReat4or0roaMd0dfPitnaGocgteivxitpieeDsroi.BenHenaP+aetrc8eoHr0etBeee0clriotoanPo.+rrdeee8.c0vi0ojueusrsCyMtarSaawgtkooefa+reByy6we0T.d0im:tSiamey eY+es80to0Yoga Plan Your Fire Escape From Clutte for Mentoring +600 to Charity +800 +600 Find Your Buckle 25th Hour +400 Neighborhood Watch Car Insurance Protect PreCcPioRFuCasmeCriltayirfFygitoness SJSuaamyypYY-Se+e+tss48a2F0r0ttt5i0oon0St+mdYhY4ooaYH0rggo0tosaauurr PlaBnuYcokulD+err6BuFe0upiar0c+,emkD4ElK0rese0ecUaeamppp,eeker epeFrrtooFma+Cm8hC0aill0uryitPtBtyreo+uPPra8dlcru0goti0meMva+etc4bie0Ptnaii0lngvulegmP1l0bai1+ng6s0MB0oaodkeHaEa+alB8tsot0yh+o0e8kH0C0alcukbers! The Road to Be a Hero. +800 Checklist Test You+r6D00etectors+80Y0o+u8r0se0+Fl8fu!0n0 Better MPG Donate Bloo +600 +400 +800 Hydra+tP4eP0rFo0rootreaLNcictfeetPi+vgr+ee8h4c0b0Pi0oPo0luu+rrosmD8htSCr0eotbeaca0o+atirrmn6dgtP0Ygo+rWFo0e8uuc0anri0odtcuhsSCaHaYyrSagoYtlo+eutas8ytrh0tC+TAo0eia8hrYCrH0eoeShI0agTn+aaecaryds6ckeuY0keao+er0lrdas8fissn0tP!to0claYeongYaou+r6TFBT0hiPere0eletsa+ttEnReF4sYoYPric0ooraalMe0uua+dp+rnrPE6e6tFDGs00oYicr00eoeatuEpeFrscecrttoaoopm+Cres8hC0aDl0uriottBtynFeertaro+oFatm8a+eCHm08MhCBe00aleil0urr+loaFyiott8oltuy.MMFeP0dnriCl0eat.aPYnad+noReM+l6seuCs8P0MersEe0s0lareaa0MaltldnsiPffSa!eylysatkEo+Jneau+6srsBy0m6My0e0Tapd0idm-tSei+metE4aae0rsty0S2Fm5int+dha4rYH0to0osuurr Buckle up, Dreamkeeper Family Budge +400 +800 Carpool Your Kids +400 Don’t Blow it with Lint! +600 Make Time Beauty TCroeuacthmteon5tK ActiEvarnitpioeintss for completing up to 10 activities per month. Family Fitne for Mentoring -6K REDEEM POINTS FOR REWARDSR1o1unT-Tid1pa1soiKlffgoGartoEelvrferPyroIanCcsPYtCuiIoRlvac++aeuerCt4C8epDro0Pe0sAoam0lre0umg-ot+e2Plmaisfld34rfi!nYoyby.01soaiSKt0ncuhgtoriv+wKe4i0Pd0lsumHbailntDgtho+2Fe8n5iFnH0’lt+ty-0dha24Bac5YHH0klP.oo80ealo+aKwulrutn6srBt!eri0eht+a0ew8utH0yi0ta-T6hcrKBekLaeuTtBirmhncseeekt!tn+!tlRte4or0uaM0pHdP+,ytGDoR4dTBoh0rreueae0nt+-+attd1R4ee41moor0K0fFaMk00GodeoPrtleDGfoLpoiBfeneera+at8eFH0Bae0lmrCoDoooi.omlBd-yne2e.Dad3+BaSty.1r8e+utSHeK0ah8NdB+ae0orl0egMrm6oBwtoi0eego0YSa.atFhdo0tkuioub.neut+ryongrB+y6-rTd6e8h0rT1Ked0o0i0aMm0ott1imdSameFtkeWoleney-+raB2taBy65toPce.0T8lhod0aiKmntkiemeaR+eoB8uo0n-Cd1o01aokKCrfChIGn+elos6ucluf0kbr0laisntce ComTeesdtyYSohuorwDetectors Fly a PlanFeun +600 -23.1K +600 -25.8K+800 Once you’ve earned your points, it’s time to reward yourself. Choose from a wholePersonal Trainer Session Start Your Concert Ticket Photoshoot H2FCCo5inotat+AdhCru4ihcIYrH0nhoeB0os-uac5tuurlko0lrrolKa5ios2nFKnt5icnFCt+edlhoBi4ngYH0ucho-e0co1truk6utrKlTreic1ukT1epetT+,sDTi4tBpa0Yrusei0oPclaekfgu+omrlaser6roktDun0Eeeap0verel+,Tetp-Dr4e1rae04rcyirneK0teaorFmrSaIsenkmsessiieuolpyInlcaeBert+ueDF8dFaAa0gamPmg0mehtaioisi+ll-intFy1yno8g5usBsFK0hn1t+uio0t08donCt10gaeC0ersotpsniBoncoo-ge+1rol461tYHk0KT0oo0iJa1cut+ukArB8emiKort0BBio0pd-oa5ks-lo0lSoCKk+Potl4aeanu+r0rFbBs8Dtlo0oi0gnSoo0hanmktl’TtC-ar1Balru4iltnoKbs+ewr6Si0te0wssiiothn Lint! PhHotyodshraotoet For LifeHot Air B-a5Dl0lorKeo+anm6F0liF0guhnt -16K Activitiesworld of rewards. Everything from discounted movie tickets to family vacations.-14K CPYoR+uC8rMe0sre0atlikff!-ey15TKCimPYoRe+uC8re0sre0tliff!y -15K +400 Restaurant for Mentoring Dining Reward A+800 Neighborhoo+d6W00atch -5K +600 Make Time Couch to 5K 11 Tips for Every Insulate Against for Mentoring WCaatFCrcahhIFnmCaeosmcmuiCkl-irye2lolayid3-smnF3y.Ft1-ucKuSeC2Kehnnda3oCryP.wP1hIaSn+Kasehs6sscuo0ksr0wTlaiesntscteYou+Frl6y-D20a50eTP.e8tlaeKsntceGtFYoollyr-au+2sa-mr655D00P.p8K0elaKitnencgeFtaomrsi+lFy8uFS0nie0“tvUnFenenaf-somN1sr1igig9+lehFy.t88tuaFK0Rwnie0JCtasunyouem”rltsipsn-+aS+6rt4ay0J0r0TuFt0aomSmmupilry-a-S3F+rtKut4asn0rPt0aSsms art-s50K SevTeaniNlgigahtet rResort Ice Dams “Unforgetaway” Family Fun Pass -3K Beauty-B-5T6e0raKeKuattym-T6reKNeanettmigehnbt oSre“hvURoenonoRfuN-doNo1neru1-iWgigd1n9g-ehd11a.hot8t1tKoabfKcKRfwohGeG+arsoo8hyoll0”offr0tod -119.8K +800 +600 Carpool Your Kids Don’t Blow it with Lint! Hydrate For Life Start Your +400 Dream Fund +600 Restaurant +400 +600 Restaurant Dining Reward Dining Reward -5K -5K RewardsConc-e1r6CtoKTnicc-ek1re6tKtTiCckaertpPoeo+rl4PsYe0oor0nsuoarnlCKaTal-irTrd1-arp14sai4oniKnKo+eelr4rYS0SoeD0eussosrisnoKin’oitdnBslo+w6Pi0hPStD0ohhw-Pot1oonohi5st’Koothht-ootBt1Lool5itosnK+hwt6o! i0ot0twHitHyhodLtriAan+itrt4e!B0-HFa50lo0oloKrHtBoLAynaidifFlrerllHiaoBg+t-haoo4e5tl0tn0lFo0KoAForilnrLigiFDfehSlritgtea+ahrm6tt 0YFo0uunrDdSrtea+arm6t 0YBFo0euuaTnrurdBteyea-Tat6rmuKeateytnmtent RewardsComedy Show F Rewards ActivitiesMakeTime Round of Golf -23.1K -11K for Mentoring Get 400 points just for signing up. Go to dreamkeep.amfam.com/mail+600 Couch to 5K 11 Tips for Every Insulate Against ActivitiesMake Time ActivitiesfoMr aMkeenTtiomriengfo-5r0MK+e6n0tC0ooruincgh Tailgater Ice Dams +600 Couch to 5K 11 Tips for Every Insulate Against tSoe“5vUeKnnf-oN1r1igg9eh.t8taKRwe1asy1o”rTtTipasilfgoartFEeavrmeirlyTy-3aFKuilngInPaastesusIrlcaeteDAamgasinIscte Dams -50K Seven Night Resort Family Fun Pass Concert Ticket Personal Trainer Session Photoshoot Hot Air “Unforgetaway” -3K -16K -14K -15K -119.8K Restaurant Dining Reward -5K Restaurant Rewards -50K Seven Night Resort Fam Dining Reward “Unforgetaway” Rewards -119.8K -5K Restaurant Dining Reward -5K Rewa12

ADDITIONAL MARKETING IMPACT DreamSecure Whole Life Launch Support: DreamSecure • The January launch of the new product suite will CHILDREN’S WHOLE LIFE INSURANCE feature five new products: Children’s Whole Life, Senior Whole Life, 15-Pay, Pay to 65, and Whole Life 100. • A series of new marketing materials will promote the launch and drive sales of the product. These materials include brochures, emails, letters, post cards, print ads, table tents, an agent kit and more.er Meal Plans Made Easy Employee Experience / New +600 Employee Welcome:. Make Bedtime • A series of new employee welcomeod. Story Time videos featuring AmFam brand ambassadors will launch in +600 December 2017/early 2018.eting 101 Book a Book Club0 +800ess Jump-Start Smarts +400 r Proactive Cost Change communication content strategy: nt d • A content strategy to help proactively announce cost changes to customers is under development and will continueActivities in 2018. This strategy will feature amfam.com articles, agent communications, and other misc. communications. Fly a Plane -25.8Kr Balloon Flight -50Kmily Fun Pass-3K Community Investment Communication Content Strategy:ards • Developing content strategy and content development for an enhanced Dreams Foundation presence on amfam.com, set to launch in Q1 2018. Digital Marketing is our partner in this effort. Our goals are to ease navigation and improve the user experience for nonprofits applying for funding as well as provide a more comprehensive view of how AFI gives back across to the Dreams Foundation communities where we do business cross our 19-state footprint. 13

DREAMKEEP REWARDSDreamKeep Rewards launched in Illinois on October 25! The program strategy has been to attract lower tenuredcustomers within the Explorers, Builders, and Advancers segments and the program is on right on track.Direct mail, email, paid media, MOD, Hearsay posts and collateral materials are ongoing marketing efforts usedto attract members. Significant email testing was conducted in November to determine the best subject line,content, agent information and best time of day to send the emails. Agents and staff are encouraged to promotethe program as well.Example Dreams Shared:“My dream is to have a happy, healthy family and toenjoy life with peace of mind.”-Lori“Give my kids what couldn’t get as a child. Teach themto spend below their means to save more.” – Craig“To travel the world before I start a family.” – Martha Program Feedback: “All of the homeowner activities are very helpful because I’ve only owned one house. There are so many things that make living easier knowing I am checking the furnace filters and keeping the house up.” – Lynne “I just joined and I love all of the activities listed! I’m excited to be a new member!” – Kendra WHEN’S THE LAST TIME ALLYOUR PROTECTION UNDER ONE ROOF® AN INSURANCE COMPANY... HOME American Family offers a variety of insurance GET REWARDED RECOGNIZED YOU FOR AUTO products to cover you, and your family, at every FOR PROTECTING TESTING YOUR SMOKE DETECTOR? LIFE stage in life. The trusted advice of your American YOUR DREAMS BUSINESS Family Insurance agent will give you the OR SHOWED THEIR confidence and security to pursue your dreams, Now everyday activities APPRECIATION WHEN YOU CHECKED no matter how they evolve along the way. Make like testing your smoke sure you have protection for everything that matters detectors can lead to a YOUR CHILD’S CAR SEAT? most to you. whole world of rewards— like a glamping weekend.mage Ads - Juxtaposition Series The information in this brochure represents only a brief description of coverages and is not part of your policy. Insurance policy terms and conditions may apply. Coverage features and limits 14 vary by state and may be subject to change. Some products are not available in every state. Discount availability and eligibility vary by state and policy terms. (Discounts apply to auto and property policies.) Please check with your agent and read the policy for exact details on coverages and exclusions. American Family Mutual Insurance Company, S.I., American Family Insurance Company, American Standard Insurance Company of Ohio, American Standard Insurance Company of Wisconsin, Midvale Indemnity Company, 6000 American Parkway, Madison, WI 53783. Some auto products underwritten by The General® Automobile Insurance Services, Inc. (The General®), 2636 Elm Hill Pike, Nashville TN 37214, a wholly owned subsidiary of American Family Mutual Insurance Company, S.I. Life insurance products underwritten by American Family Life Insurance Company, 6000 American Parkway, Madison, WI 53783. Printed on recycled paper. Please recycle. Download the MyAmFam app today. OR SAID “GOOD JOB” AFTER YOU DONATED A BOX FULL OF CLOTHING? At American Family Insurance, we believe a XAXDXO-0-308020600——41/107/17©©20210177 dream is the most valuable thing you’ll ever own. So we want to go beyond having your back 10/2/17 10:29 AM when something bad happens—and actually help you make more good things happen. DK Customer Educational Collateral - Brochure.indd 1-3

KNOW DreamBank will be testing a new special event series titledThe AFI-U Marketing Team is currently working ‘Writer’s Workshop: Great Begin-on the evolution of the program for 2018. nings: Start Your Story StrongIf you have any insights or ideas to share, with Madison Writers’ Studio’.please reach out to the team. We’d love to hear In this workshop, we’ll look atfrom you! examples of powerful story beginnings and break down just why they make such an impact. SHARE Make sure to follow American Family on Facebook, Twitter, Instagram and YouTube, and share the content with your friends/followers: Monthly proactive protection and dreamfearlessly posts Business Accelerator Support Amfam.com MyAccount and MyAmFam app updates New Instagram content focused on employees living our brandDO 15Join DreamBank at the Madison Well Expo onJan 19th and 20th at the Monona Terrace!Visit DreamBank in February to see the new exhibit“The Final Stretch”Go to the Madison Kids Expo held March 4th and 5th.DreamBank will be participating!