511 Sponsorship: Maximizing Brand Exposure and Community Engagement

1. Sponsorship and 511 April 20, 2012 Matt Hamill, COO, Global-5 Communications

2. Agenda • Why Companies Sponsor • The Importance of Branding • 511 Sponsorship Packages • Holistic Sponsorship Packages Bring Greatest Value • Sampling of Sponsor Spending • Methodology for Targeting Sponsors • How Companies Evaluate Sponsorship ROI 2

3. Why Do Companies Sponsor? Percent of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable Source: IEG Sponsorship Report 3

4. The Importance of Repetition in Branding • 511 roadside signs offermultiple brand impressionsin both directions along an important interstate • The sponsor can “own” or brand an entire section of interstate exclusively • Motorists may exit the roadway before seeing a billboard in one specific location • With multiple 511 signs,the likelihood of seeingthe brand grows • The more often consumersseethe brand, the more topof mindit becomes 4

5. 511 Sponsorship Packages • Similar to Safety Service Patrol Sponsorships, 511 packages deliver: • Strong brand repetition • An opportunity for sponsors to be recognized for social responsibility • Target large corporations with a need to demonstrate social responsibility • Verizon, State Farm, CVS, their competitors, and many others • Sponsors need to connect with customers on a meaningful level and that’s what 511 delivers. 5

6. 511 Sponsorship Packages: Much Morethan the Sponsorship of a 511 Sign Reasons Companies Sponsor: • Create awareness and visibility • Increase Brand Loyalty • Showcase Community andSocial Responsibility Core 511 Sponsor Package Elements • 511 roadside signs • Mobile App (e-coupon) • Text and E-mail Alerts • Web • IVR • DOT recognitionas valued partner • In school safety campaigns andother educational programs • Corporate partners are interested in engaging customers in a meaningful way…and that’s what 511 provides. 6

7. Holistic Approach to Sponsorship Provides Greater Value Holistic Sponsor PackageElements May Include: • 511 roadside signs • Mobile App (e-coupon) • Text and E-mail Alerts • Web • IVR • State DOT recognition as valued partner • In school safety campaigns andother educational programs • Sponsored CCTV Attribution Banners • Roadway & Tunnel Naming Rights* *Additional approvals required • Corporate partners are interested in engaging customers in a meaningful way…and that’s what 511 provides. 7

8. Transit Naming Rights Cleveland Clinic & Greater Cleveland Regional Transit Named HealthLine bus for $11 million over 10 years 8

9. A Sampling of Acceptable Sponsors • Auto insurance • Cellular service providers • Service stations • Auto manufacturersand/or dealerships • Auto parts and care centers • Food and non-alcoholic beverages • Retail • Tourism • Hospitality • Financial Products 9

10. Methodology & Resourcesto Target Potential Sponsors • Research(Lexis-Nexis, Redbooks, AdAge, Adweek) • Redbooks Database givesthe following information: • Decision-maker contact information • Past spending • Planned Spending • Ad Age: Weekly updates and trends • Advertising/Sponsorship industry conferences 10

11. Public/Private Partnership Best Practices • Set partnership policies and be transparent • Centralize assets and design strategic marketing solutions • Know what drives value for partners and base fees on value • Design and sell fewer, bigger partnerships • Create win-win-win partnerships for sponsor,rights holder and citizens/visitors 11

12. Average Yearly Cost Comparison of Sponsor Options in a Top Ten Major Metro Area 12

13. Benefits of Sponsor Options 13

14. Road Rangers: Sold as Packages 14

15. Safety Service Patrol and Social Responsibility • Unlike other forms of Advertising/Sponsorship on interstates, the Safety Patrol Program is sold as an entire fleet and a strategic package of sponsor opportunities • Sponsorship of a Safety Service Patrol program offers: • Strong branding through multiple impressions • Goodwill in the community • Appearances by drivers and trucks • Speaking engagements • News coverage, etc. • DOTs benefit by receivingcost-off-setting revenue 15

16. State Farm believes in being a Good Neighbor: State Farm and its Competitors are Targeted 511 Sponsors “State Farm’s support of this program underscores our long-standing commitment to highway safety,” said Agency Vice President Dan Krause.  “We are strong believers in the safety services provided by the Emergency Patrol drivers and SHA shares our good neighbor commitment to help make our roads safer for the citizens.” 16

17. The power of a brand… Just Do It Melts in your mouth not in your hands Like a goodneighbor You’re ingood hands We deliverpositive opinion Where Creativity Happens 17

18. Brand Recognition • Brand recognition requires repetition • Nike, State Farm, M + M’s, All State and others have created strong recognition of their brands based on their slogans or logos • The same theory applies to why high value sponsors will be attracted to 511 roadside signage opportunities • “The three key rules of marketing are brand recognition, brand recognition, brand recognition.” – Anonymous • “Products are made in the factory, but brands are created in the mind.” -Walter Landor, brand visionary for Coca-Cola, Levi's, Kellogg's, GE, Fuji Film, Saturn, Miller Lite, 20th Century Fox, Philip Morris, 3M, the World Wildlife Fund, Wells Fargo Bank, Dole Foods, Del Monte, Safeway Stores and Bank of America 18

19. How Do Sponsors Evaluate Return On Investment? Percent of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable Source: IEG Sponsorship Report 19

20. Questions and Thank You! Matt Hamill, COO matt@global-5.com | 407.571.6760 | www.global-5.com