THE PLUM NETWORK & FIDELITY INVESTMENTS

2011 Program Recap 11.4.11

PART 1: 2011 PLUM NETWORK AND FIDELITY INVESTMENTS PROGRAM OVERVIEW

FIDELITY INVESTMENT’S GOAL Generate awareness fore Fidelity Investments by efficiently/effectively reaching a highly targeted group of active, affluent trend setters and potential Fidelity Investments members who would be interested learning more about the brand.

PLUM TV RECOMMENDATION • Presenting Sponsorship Top Of The Mountain, Plum’s local ski lifestyle show with editorial integration across the network and online/social media/mobile extensions

• Plum Studios’ Emmy® Award winning production team to produce an original ad on Aspen Mountain

• Aspen Takeover: Custom Fidelity and Plum 3 day “hospitality and VIP” event in Aspen at the Plum Studios

• Significant online/social media extensions for entire program

• Survey Study

FLIGHT DATES: 1/17/2011 - 12/25/2011 1/14/2011 – 1/16/2011 BONUS FLIGHT

PART 1: PROGRAM OVERVIEW

IMPRESSIONS DELIVERED TO DATE TIMING: 1/17/2011 - 12/25/2011 1/14/2011 – 1/16/2011 BONUS FLIGHT

(This does not include additional impressions that will be earned from 10/31/11-12/25/11)

PART 2 IMPRESSIONS

Impressions Include:

•  Top of the Mountain Show sponsorship with 5 editorial integrations

•  :30 second brand spots, billboards and tune in ads

• PLUM STUDIOS: “Follow the Green Line” Promo spot in Aspen

• Aspen “TAKEOVER” Event Sponsorship Weekend of March 11, 2011

• Digital/Social Media/Mobile Sponsorship

•  Print Units ROB ad and Recap ad

IMPRESSIONS DELIVERED TO DATE

PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF “TOP OF THE MOUNTAIN”

About Top of The Mountain Returning to Plum TV for the winter season was the new and improved version of Top of the Mountain. Hosted by Ramona Bruland, along with special guest co-hosts including Oliver Sharpe, Erik Williams, Chris Klug, Gretchen Bleiler and other mountain celebrities. As a half-hour weekly taped show with ten themed episodes throughout the season, Top of the Mountain is an insider’s guide to ski and snow lifestyle. Anchored at the Plum Mountain Studio in Aspen, TOM also travels all around the mountain regions exploring and sharing the best things about ski culture and lifestyle.

Sponsorship Elements: Fidelity Investments received branded custom open/close graphics with billboards and tune in spots, as well as Plum to produced five (5) ski lifestyle segments (info on following page). Fidelity Investments media campaign includes a high frequency rotation of Fidelity Investments brand creative that aired in rotation across the Plum TV Network, as well as directly following each Top of the Mountain Program.

PART 3: TOP OF THE MOUNTAIN SPONSORSHIP

PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF “TOP OF THE MOUNTAIN”

Custom Integration: Fidelity Tips Plum to produced five (5) ski lifestyle segments for Fidelity with custom open/close graphics. Integration focused on Fidelity’s “Turn Here” branding and ski lifestyle related “guidance” and “tips”. Segments close out each episode and were hosted by Ramona Bruland to organically fit the program, and were shared by Plum online, via social media and mobile app.

1)Spring Skiing Ramona Bruland breaks down the essentials for the optimal spring skiing & riding experience. 2) Powder Skiing Ramona Bruland offers a few important tips for skiing deep stashes of powder. 3) How To Stay Warm Ramona Bruland shows us how to stay warm on those cold winter days. 4) Carrying Your Skis Ramona Bruland has your "Turn Here" Top of the Mountain tips for the best way to carry your skis. 5) Snowboarding Ramona Bruland shares several "Turn Here" Top of the Mountain snowboard tips, brought to you by Fidelity Investments.

To View Tips: http://www.plumtv.com/tom/top-of-the-mountain-tips

PART 3: TOP OF THE MOUNTAIN SPONSORSHIP

PART 4: PLUM STUDIOS: “Follow the Green Line” Promo spot in Aspen

Emmy-Award Winning Plum Studios produced a custom vignette and promotional spot for Fidelity Investments on Aspen Mountain. Vignette shows a skier's eye view of the most scenic runs at Aspen & use computer graphics to “drop in” a green line and Fidelity branding.

The Aspen Fidelity Green Line Vignette featured custom graphics and voiceover to run for two weeks leading up to the Fidelity Aspen City Takeover as a promotional spot in the Aspen market (e.g.: “don’t miss the Plum and Fidelity Aspen Takeover: Saturday March 12th and Sunday March 13th”) and following the event as a general Fidelity brand ad to run across the network.

PART 4: PLUM STUDIOS: Follow The Green Line

PART 5: ASPEN TAKEOVER

PART 5: ASPEN TAKEOVER GONDOLA PLAZA “FOLLOW THE GREEN LINE” ACTIVATION Plum to utilize our exclusive relationship with Aspen Ski Company to create activation at the famed “Gondola Plaza,” the epicenter of Aspen (every skier must enter through the area at the beginning and end of every ski day and is also a hub for non-skiers to hang out, meet up with friends, etc).

ACTIVATION ELEMENTS

PART I. Gondola Plaza Takeover (Saturday and Sunday) For an entire weekend during Aspen’s peak ski season in March 2011 (Saturday, March 11 & Sunday, March 12), everyone at Aspen’s Gondola Plaza will be fully surrounded by custom Fidelity branding:

1. A LITERAL Green Line including Fidelity logo and “turn here” tagline/arrow will run along Gondola Plaza and straight into the Plum Studio’s “Fidelity Hospitality Lounge” Friday-Sunday March 10-13, 2011

2. Additional Fidelity branded daytime execution on Gondola Plaza to include hospitality tent, on the ground promotions with Ambassadors providing giveaways (for ex, Fidelity branded Chapstick & Hot Cocoa) and Fidelity Spokespeople providing information about the brand and investment tips.

PART II. Fidelity Hospitality Suite: Custom Fidelity lounge created inside the Plum Studios each day (Sat & Sun from 9:30am – 2pm) for guests to unwind & relax. Held at Plum Studios at the base of Gondola Plaza. Suite included branding, “Fidelity Tips” and Vignette on flat screen, free massages, hot cocoa, ski tuning and chap sticks.

PART III. Exclusive, VIP Soiree evening event (invite-only) on Saturday, March 12 at Plum Studios from 6-9pm. Event hosted the hottest “who’s who” in Aspen who enjoyed tunes from a hip DJ, light catering an open bar, a Fidelity branded photo booth and more.

PART 5: ASPEN TAKEOVER IMAGES: Green Line

PART 5: ASPEN TAKEOVER IMAGES: Daytime Hospitality

PART 5: ASPEN TAKEOVER IMAGES: VIP Event

PART 5: ASPEN TAKEOVER PRE & POST PROMOTION Social media, online and On-Air

Promotional Video Clip with Ramona Bruland: http://www.plumtv.com/videos/the-green-line/index.html

Photo Gallery of images from weekend: http://www.plumtv.com/blogs/the-plum-post/photos-fidelity-hospitality-lounge-ski-soiree

PART 6: ONLINE CAMPAIGN

Plum extended the Fidelity Investments messaging on PlumTV.com and social media promotion and mobile app coverage. The program provided Fidelity Investments with broader distribution via a custom PlumTV.com microsite and Plum’s Facebook and Twitter feeds.

Banner Impressions for Plumtv.com which includes the Plum home page as well as the eight (8) individual market pages and an individual Top of the Mountain page.

1st Qtr: 180,000 (30% SOV)  2nd Qtr: 90,000 (15% SOV) 3rd Qtr: 90,000 (15% SOV) 4th Qtr: 180,000 (30% SOV)

Live streaming programming with Fidelity ads across PlumTv.com • Companion Banners on plumtv.com • Branded content series online (Top of The Mountain Tips & Green Line vignette)

•  Approximately 369,000 display impressions across PlumTV.com via leaderboards, banners, and microsite.

PART 6: ONLINE CAMPAIGN

PART 6: ONLINE CAMPAIGN Facebook Impressions Five posts (one for each "Turn Here Tip") on the following six Plum Facebook Fan Pages in the mountain regions: Aspen, Vail, Telluride, Sun Valley, Top Of The Mountain, Plum TV. • Facebook Fan Pages provided updates on new original show, video links, Aspen Take Over info and link to Fidelity.com

Twitter Impressions: One tweet for each of the 5 tips in 1Q and again in 4Q to the following twitter accounts: @plumaspen, @plumvail, @plumtelluride, @plumsunvalley, @plumtv, @topofmtn. Tweets were sent by the TOP OF MOUNTAIN on-air talent. Individual market twitter feeds will promote the shows and Fidelity “Follow the Green Line” Aspen Take over

Mobile: Plum GPS enable mobile apps: Specific guide application for the iPhone/Android included live-streaming video of Top of the Mountain Fidelity sponsored “tips”. The five Fidelity videos were present along the main carousel rotating along the top of the screen. They will also be included in the Videos category/section below.

•  Over 157,000 social media impressions across Facebook (74k+) and Twitter (83k+), with high levels of engagement- lots of "likes" on Facebook across Plum pages

PART 6: ONLINE CAMPAIGN, SOCIAL MEDIA & MOBILE

PART 7: PRINT CAMPAIGN

Plum extended the Fidelity Investments messaging with Fidelity advertising in the launch issue of Plum Miami magazine (March) with 50,000 circ distributed in the greater Miami metro area. This ad has been offered to Fidelity free of charge.

Additionally, Plum printed a recap of the Fidelity Investment’s Aspen Takeover weekend in Plum Miami’s April issue, providing another 50,000 impressions for the campaign.

PART 7: PRINT CAMPAIGN

PART 8: PLUM TV AND FIDELITY SURVEY STUDY

Plum TV conducted a custom survey study for Fidelity using a 3rd party research group (Corona Insights). The following were the goals for this study: • Verify effectiveness of PlumTV advertising •  Measure effectiveness of Fidelity campaign and in particular the Plum activation weekend in terms of top-of-mind awareness (recall).

MEATHODOLOGY: 4 Locations: • Gondola Plaza • Paradise Bakery by the Fountain • City Market • The Clarks Shopping Center Similar quantities of surveys collected at each location during pre and post surveys • 198 pre wave surveys • 203 post wave surveys (after data cleaning) *Sampling conducted during one day for each of the pre and post surveys

KEY FINDINGS: People that had seen or heard an ad for retirement planning companies were significantly more likely on the post survey to indicate (unaided) they had seen or heard an ad for Fidelity (more than double, 43% post, 17% pre) • Total advertisement awareness of Fidelity increased by 50 percent on the post survey (aided and unaided awareness combined) (29% post, 19% pre) • Respondents who saw or heard a Fidelity ad were significantly more likely to have seen that ad in Gondola Plaza on the post survey (24% post, 3% pre). • Respondents were also more likely to have seen an ad on television.

*Findings showed a statistically significant change between pre and post study are presented.

PART 8: SURVEY STUDY

PART 8: PLUM TV AND FIDELITY SURVEY STUDY

PART 8: SURVEY STUDY

Unaided Ad Awareness

Unaided awareness of Fidelity advertisements more than doubled on the post survey; competitors decreased

Statistically Significant (95% Confidence Level)

[IF YES ON Q3] For which companies? (Open-ended)

PART 8: PLUM TV AND FIDELITY SURVEY STUDY

PART 8: SURVEY STUDY

Total Fidelity Ad Awareness Total awareness of Fidelity advertisements increased by 50% on the post survey

Respondents who indicated having watched Plum TV were even more likely to have recalled a Fidelity ad…48% (compared to 29% of all respondents) said “Yes” to having seen an ad suggesting the ads were seen on PlumTV and not another source.

[IF FIDELITY NOT ALREADY MENTIONED] Do you recall seeing or hearing any ads for Fidelity in Aspen?

PART 8: PLUM TV AND FIDELITY SURVEY STUDY

PART 8: SURVEY STUDY

Fidelity Ad Source Branding in Gondola Plaza was 8x more likely to be cited in the post survey; Awareness of television ads increased 50%

[IF THEY HAD SEEN A FIDELITY AD] Where did you see or hear those ads?

Statistically Significant (95% Confidence Level)

See Note on Following Slide See Note on

PART 8: PLUM TV AND FIDELITY SURVEY STUDY

PART 8: SURVEY STUDY

NOTE TO FINDINGS:

Important Note:

Plum TV media had already started at the time of the pre survey. This likely artificially raised the baseline of some measures such as unaided awareness and television as a source (and therefore minimizing positive change observed on this survey). The greatest increase was seen around the activation weekend and branding in Gondola Plaza which had not started at the time of the survey.

THANK YOU FROM THE PLUM NETWORK

TOM SCOTT TScott@plumtv.com

EDEN WILLIAMS Eden@plumtv.com

PART 9: CONCLUSION