1

Steve’s Mountain CampaignKick-off Event

2

Steve’s Mountain Patient/Media Event Overview

• What: Kick off the Steve’s Mountain campaign with a climbing clinic & diabetes education event in a key media market

• Where: StoneSummit Climbing & Fitness Center (Atlanta, GA) – the country’s largest climbing gym

• Who: Steve Richert & Diabetes Educator to “host” 20-50 attendees (i.e., media, patient/HCP community & Roche employees)

• When: July 25, 11:00am – 1:00pm

• Why: Provides opportunity to • Drive local media coverage

• Distribute education materials to the patient community

• Engage DE/HCPs, as appropriate

3

Steve’s Mountain Patient/Media Event Run of Show

• 10:00– 10:45am: Room Set up & possible 1:1 interviews before event

• 11:05–11:15am: Steve to provide opening remarks, to include: (Gym Conf. Room)

• Overview of story & his Project 365 challenge

• How he fits diabetes into his life on the mountains

• More on his vision/Living Vertical; will play his Living Vertical trailer

• Call-to-action driving attendees to campaign website and to the on-site booth to speak live with a DE about managing the disease

• 11:15am –12:00pm: Climbing Clinic with attendees (Climbing Wall)

• Steve to host group climbing lesson using the gym facilities

• Steve to lead Big Blue Test before/after; will encourage people to participate and tweet their scores

• Instructors from StoneSummit will be on stand by to assist with clinic

• 12:00– 1:00pm: Booth set up & media interviews (Around Climbing Wall)

• DE & Roche representative to sit at booth to answer patient/media qs and provide takeaway materials (to be provided by Roche)

• Media Interviews with Steve

4

Why StoneSummit?

• The nation’s largest climbing gym

• Well established and centrally located within the Atlanta community and among media

• State-of-the art facilities to accommodate a broad range of skill levels & age groups (adults & kids)

• Strong social media presence & will promote activity/events

• Facebook: 5,351 Likes

• Twitter: 395 Followers

5

Event Next Steps For Discussion

Week of 7/2• Roche to determine signage/materials for event & share with RF

• RF to continue to work with StoneSummit on event specifics

• RF to work with Steve to edit documentary video footage for purpose of event/media

• RF to begin outreach to local media to drive interest and on-site attendance

• Roche to begin outreach to local Atlanta/Birmingham/Columbus community & Roche employees to drive attendance; will provide attendee lists to RF (maximum of 50)

• Roche to determine DE to participate in event:• To be available for media interviews & to sit at event booth to provide diabetes guidance/answer qs

for patients

• RF to develop script for Steve’s remarks based on approved messaging

Week of 7/9• RF to media train Steve based on approved messages and walk through event script

Week of 7/16• RF to ship signage/print-outs for booth

• RF/Roche to host coordinate “prep” call with DE to discuss specifics

• RF to provide StoneSummit with estimate # of attendees at event