November 17th – November 27th

Ford Black Friday Sales Event Success Guide

2

1. Introduction

2. Black Friday Timeline

3. Black Friday Media Plan (to come)

4. Black Friday POS Material Car/SUV/Truck

5. Black Friday Print Assets Car/SUV/Truck

6. T2 Print Car/SUV/Truck

7. Black Friday Digital Assets Car/SUV/Truck

8. Black Friday Social Assets Car/SUV/Truck

9. Black Friday Radio Scripts Car/SUV/Truck

WHAT’S IN THIS SUCCESS GUIDE:

Ford Black Friday Sales Event

Success Guide

3

Ford Black Friday Sales Event

The Ford Black Friday Sales Event has arrived just in time to capture the attention of shoppers with its unbeatable cash offers on selected 2017 and 2018 Cars, SUVs and Trucks, effective from November 17th to November 27th.

To push for a strong close to November, we’re making every day Black Friday for ELEVEN DAYS, but that’s not all, Black Friday customer cash combined with the current No-Extra Charge Winter Safety Package will give the shopper every reason to drive away in a FORD !

POS materials are complimentary to existing POS, and will start arriving the week of November 13th.

Black Friday POS materials should be installed during November 17th to November 27th , featured vehicles include:• $3 500 Black Friday Cash Offer on 2017 Escape, Focus, Fusion or Edge• $6 500 Black Friday Cash Offer on 2018 F-150

We will be updating all creative to support Black Friday in all media, including:• Car/SUV and Truck 30-second TV spot• Car/SUV and Truck 15 second internet pre-roll• Car/SUV and Truck 30-second radio spots

In addition to TV, pre-roll and radio, all print and digital creative will be updated with a fresh look and feel (featuring only black vehicles, of course) for Black Friday, including all co-opable assets.

Black Friday and November Co-op Advertising Program

• All Dealers will receive a 50% top-up to their November monthly allocation to support Black Friday and all November advertising initiatives• Black Friday Co-op assets are now live on Toolbox

IMPORTANT NOTE: Black Friday advertising is not to be in-market until November 17th . Ads that run outside of the eleven days will not be paid.

NEW!: 2017MY F-150 with $10,000 DA assets are now available on Toolbox, and will be co-opable until the end of the program period.

Timeline

4

Date(s) To-Do Complete?

Starting

November 10th

Review 2017 Black Friday Event

Success Guide

Review Black Friday Event Co-op

Advertising

Start planning advertising, including website

and social media channels, to feature Black

Friday Event creative for the last half of

November.

Note: Black Friday Sales Event

advertising cannot be in-market until

November 17th

November 17th

Install your new Black Friday point-

of-sale (POS) materials by adding

them to the existing 2017 No-Extra

Charge POS materials

Turn on advertising, including website and

social media channels, to feature Black

Friday Event creative

November 27th

End of

Business Day

Remove your Black Friday point-of-sale (POS) materials and all Co-op advertising

relating to the Black Friday Sales Event

5

Channel Activity

Television

Radio

Online

Print

Media

4

Point-of-Sale Car/SUV & Truck (1/1)

Poster Pole Sign

Important: “Black Friday” POS is complimentary to existing October-November POS

and does not require the removal of advertising elements currently in place. POS

material arriving the week of November 13th.

4

Point-of-Sale Car/SUV

Window ClingWindshield Cling

Magnetic Skins

Important: “Black Friday” POS is complimentary to existing October-November POS

and does not require the removal of advertising elements currently in place. POS

material arriving the week of November 13th.

4

Point-of-Sale Truck (1/1)

Window Cling

Windshield Cling

Important: “Black Friday” POS is complimentary to existing October-November POS

and does not require the removal of advertising elements currently in place. POS

material arriving the week of November 13th.

5

Co-op Print (1/2)

Lock-Up

Generic Ad Block

5

Co-op Print (2/2)

Banner Ad Mat

Half-Page Ad Mat

Customizable Ad Block

5

T2 Print – Car/SUV (1/2)

Full-Page Ad Mats

5

T2 Print - Car/SUV (2/2)Third Page Ad Mats

5

T2 Print - Truck (1/2)Full-Page Ad Mats

5

T2 Print – Truck (2/2)

Third Page Ad Mat

5

Co-op Print - Truck (1/3)

Generic Ad Blocks

Lockup

5

Co-op Print - Truck (2/3)

Banner Ad Mat

Customizable Ad Block

5

Co-op Print - Truck (3/3)Full-Page Ad Mats (Dealer Bottom)

Half-Page Ad Mat

(Dealer Top)

18

Co-op Digital – Car SUV (1/5)

Conquest (Skyscraper)

Conquest (Big Box)

Conquest (Leaderboard)

19

Co-op Digital – Car SUV (2/5)

Customizable (Skyscraper)

Customizable (Big Box)

Customizable (Leaderboard)

20Retargeting (Skyscraper)

Co-op Digital – Car SUV (3/5)

21

Retargeting (Big Box)

Co-op Digital – Car SUV (4/5)

22

Retargeting (Leaderboard)

Co-op Digital – Car SUV (5/5)

23

Co-op Digital – Truck

Offer BannersNo Offer Banners

Co-op Social

TWITTER NO OFFER

24

FACEBOOK NO OFFER

Co-op Radio Car/SUV

25

Car/SUV :20

Option 1:At <INSERT DEALER HERE> Black Friday is 11 days long, so there’s no need to rush. From November 17th to 27th, get $3500 in Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday, it’s easy to get into a Ford. Details at <DEALER URL>.

Option 2: At <INSERT DEALER HERE>, Black Friday is here. And it’s 11 days long. Get Black Friday value on vehicles to get you ahead of cold weather. From November 17th to 27th, get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday, it’s easy to get into a Ford. Details at <DEALER URL>.

Option 3:At <INSERT DEALER HERE>, Get Black Friday value on vehicles to get you ahead of cold weather. From November 17th to 27th, get $3500 in Black Friday Cash on a new a 2017 Focus, Fusion, Escape, or Edge. 11 days will go by quickly, so act now. With a simply great Black Friday deal, it’s easy to get into a Ford. Details at <DEALER URL>.

Car/SUV :10Option 1:At <INSERT DEALER HERE>, from November 17th to 27th you can get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. Details at <DEALER URL>.

Option 2: Get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge from November 17th to 27th at <INSERT DEALER HERE>. Details at <DEALER URL>.

Co-op Radio - Truck

Truck :20

Option 1:At <INSERT DEALER HERE>, you can get great Black Friday value on the new 2018 F-150. From November 17th to 27th, get $6,500 Black Friday Cash on the most capable F-150 yet. Details at <DEALER URL>.

Option 2:At <INSERT DEALER HERE>, you can get great Black Friday deals on the new 2018 F-150, a truck that’s the most capable F-150 ever.. For 11 days only, get $6,500 Black Friday Cash on most new 2018 F-150s. From November 17th to 27th only. Details at <DEALER URL>.

Truck :10

Option 1:At <INSERT DEALER HERE>, we make Black Friday easy. From November 17th to 27th, get $6,500 Black Friday Cash on most new 2018 F-150s. Details at <DEALER URL>.

Option 2: At <INSERT DEALER HERE> we deliver Undisputed Black Friday value. From November 17th to 27th, get $6,500 Black Friday Cash on most new 2018 F-150s. Details at <DEALER URL>.

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APPENDIX

November 1st – November 30th

2017 Winter Safety Package Program

Success Guide - Updated

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1. Introduction

2. WSP Timeline

3. October Media Plan

4. WSP POS Material

5. WSP Print Assets Car/SUV/Truck

6. T2 Print Car/SUV/Truck

7. WSP Digital Assets Car/SUV/Truck

8. WSP Social Assets

9. 2017 National Offers

10. WSP Radio Scripts

11. Easy Test Drive Program (non co-op)

WHAT’S IN THIS SUCCESS GUIDE:

2017 Winter Safety Package Program

Success Guide

30

2017 Winter Safety Package Program This fall, we’re pleased to announce the return of our Winter Safety Package Program designed to help get customers into a new vehicle and be ready for the winter all at the same time!

Continue to capitalize creative across all media featuring the Winter Safety Package (Winter Tires, Rims and Pressure Sensors), along with our 0% financing message for 72 months on the 2017 Escape. We will also have all-new 15 second pre-roll videos that will be airing throughout YouTube that focus directly on the Fusion and WSP.

New “Easy Test Drive” option on Ford.caPhase II launched towards the end of August, the assets you see on page 18 are being used to reach auto intenders who are in the mid-to-late stages of their shopping journey. In addition, users who have completed the following Key Buying Activities (KBAs) on ford.ca will be retargeted with the test drive message.

• Build & Price• Search Inventory• Estimate a Payment• Trade in Value

Take this opportunity to re-familiarize yourself with MBG 2017-210N and the New “Easy Test Drive” option on Ford.ca

November Co-op Advertising Programs

2017 Winter Safety Package Co-op Assets:• November Co-op Claims deadline is January 10th, 2017.

You can find the Winter Safety Package Co-op assets by visiting: FD ToolBox > National Advertising >> October/November Winter Safety Package Program OR FDA ToolBox > National Advertising >> WE Scare Hunger

Note: At the top right of the InFord page, dealers have the option to add an icon. There should be the availability to add the Toolbox icon. Once it has been added, dealers should be able to access the Toolbox directly from InFord.

Timeline

Date(s) To-Do Complete?

Nov. 1ST to

Nov. 30

Review the

Winter Safety

Package

Program

Launch

Success Guide

Review November

co-op advertising

program bulletin

Plan advertising and media to be in-

market in November, featuring No-

Extra-Charge Winter Safety Package

launch creative

Hold staff meeting to review the

November incentives (as detailed in

C&I bulletins)

Update advertising, including website

and social media channels, to feature

No-Extra-Charge Winter Safety

Package creative

31

Updated Banner Page

32

October Media Plan

Channel Activity

Television

• Planned TV program highlights:• English Canada: Blue Jays, NHL Playoffs, NBA Raptors, Yukon Gold, Cardinal, The Path, The

Magicians, Six, Timber Kings, Supergirl, Jade Fever, Diesel Brothers, Colony, Jimmy Kimmel Live, Fargo, Full Frontal with Samantha Bee, The Expanse, Bear Grylls, Survivorman, Shameless

• French Canada: L’Arbitre, Les détestables, Et si?, Perdus en Alaska, Les Simpson, Au pays des Cajuns, Infiltration, Antichambre, 24CH, Hockey 360

Radio

• Stations are selected based on listenership composition against target audience and the station’s market ranking.

• FDAAs planned always on radio, weight levels vary by region• Continue Spotify Audio and Video initiative which will feature a :30s spot for both Focus and

Escape, with a companion banner (driving to Ford.ca) – will be accessible through desktop, mobile and tablet

Online

Always On campaign will feature:• All intender tactics in market (Brand Block, Conquest, Search, Programmatic , Video, Shopping

Tools & High Impact.) • Call back strategy with digital and video retargeting• Heavy Up in select regions to support Canada’s Best with awareness and purchase intent tactics

Print

• FDAAs planned media strategy to ensure representation in all markets• Major dailies, weeklies and commuter papers in new 1/3 page size are planned and will

run throughout the month• Heavy Up in select regions to support Canada’s Best

Point-of-Sale (1/2)Window Clings

Pole Signs

33

Point-of-Sale (2/2)Magnetic Skins

Poster

34

Point-of-Sale TRUCK (1/2)

Window Cling

Pole Sign

35

Point-of-Sale TRUCK (2/2)Poster

36

5

Co-op Print (1/3)

Lock-Ups

Generic Ad Blocks

5

Co-op Print (2/3)

Banner Ad Mat

Half-Page Ad Mat

Customizable Ad Block

5

Co-op Print (3/3)

Full-Page Ad Mats

5

T2 Print – CAR/SUV (1/2)

Full-Page Ad Mats

5

T2 Print - CAR/SUV (2/2)

Third Page Ad Mats

5

T2 Print - TRUCK (1/2)

Full-Page Ad Mats

5

T2 Print – TRUCK (2/2)

Third Page Ad Mats

5

Co-op Print TRUCK (1/3)

Generic Ad Blocks

5

Co-op Print TRUCK (2/3)

Banner Ad Mat

Half-Page Ad Mat

Customizable Ad Block

5

Co-op Print TRUCK (3/3)

Full-Page Ad Mats

47

Co-op Digital – CAR/SUV

Conquest (Skyscraper)

Conquest (Big Box)

Conquest (Leaderboard)

48

Co-op Digital – TRUCK

Co-op Social

Twitter No Offer

49

Facebook No Offer

50

2017 NATIONAL OFFERS: Overview

• Our “EASY” advertising platform is designed to assist customers throughout their shopping journey and to drive traffic to your showrooms

• One of the key elements of the platform is to differentiate from the competition by featuring representative vehicles that most customers buy

• As previously announced (MBG 2016-423N ), in collaboration with your National FDAA chairpersons, the SMNAT dealer committee and Regional FDAA’s, we are continuing to feature the following hero vehicles in National and Regional advertising through 2017

MY Model Trim Rapid Spec Free Standing Options

2017 Focus SE 200A Automatic (44W)

2017/2018 Fusion SE 200A None

2017 Escape SE 201A None

2018 Escape SE 200A None (Note: SEL Walk-Up Strategy)

2017/2018 F-150 SuperCrew 4x4 XLT 300A 5.0L V8 / Trailer Tow Package (53A)

51

HALO OFFER / NATIONAL OFFER PAYMENT

2018 F-150Vehicle Spec & Equipment Group XLT SuperCrew 4x4 300A Enhanced 5.0L V8

Free Standing Options Included 5.0L V8 / 53A Trailer Tow Pkg. Crew Cab Space and Utility

Lease Payment Advertised $199 Every 2 Weeks 4x4 Functionality…

Payment Details 10-Speed Automatic

Term 36M 17" Alloy Wheels

Rate 0.99% Cruise Control

Down Payment $3,350 Power Tailgate Lock

Dealer Participation $3,520 SYNC (Bluetooth in-car connectivity system).

Dealer Margin Remaining $2,272 Fog Lamps

Residual (Oct 2017) 49% Auto Start/Stop

Co-op Radio CAR/SUVCAR/SUV OFFER :20

OPTION 1:

Cold weather is right around the corner. At <INSERT DEALER HERE>, we have the vehicles you want with the features you need to

get ahead of the cold weather. Plus, when you lease or purchase select 2017 Ford vehicles, they come with a No-Extra-Charge

Winter Safety Package, which includes tires, rims, and pressure sensors. When you can get ahead of the cold weather, it’s easy to

get into a Ford. Details at <DEALER URL>

OPTION 2:

The cold weather is almost here. Right now you can warm up to great vehicles and great financing at <INSERT DEALER HERE>.

Get the vehicle you want loaded with the cold weather features you need, plus get 0% APR Purchase Financing for up to 84 months

on select 2017 models. When you can get ahead of the cold weather, it’s easy to get into a Ford. Details at <DEALER URL>.

CAR/SUV :10

OPTION 1

Purchase or lease Select 2017 Ford vehicles at <INSERT DEALER HERE> and get a No-Extra-Charge Winter Safety Package,

which includes winter tires, rims, and pressure sensors. Details at <DEALER URL>.

OPTION 2

<INSERT DEALER HERE> has the vehicles you need to get you ahead of the cold weather. Plus, get 0% APR Purchase Financing

for up to 84 months on select 2017 models. Details at <DEALER URL>.

OPTION 3

<INSERT DEALER HERE> has the <INSERT VEHICLE NAMEPLATE HERE> you need to get you ahead of the cold weather.

Plus, get 0% APR Purchase Financing for up to <INSERT MONTHLY TERM HERE> on select 2017 models. Details at <DEALER

URL>.

52

Co-op Radio TRUCK TRUCK: 20 SECS

OPTION 1.

The new 2018 F-150 has arrived at <INSERT DEALER HERE>. The most capable F-150 ever. With more powerful engines in the

only military-grade aluminum-alloy body in its class, you can do more than ever before. Get great lease and finance offers with a no-

extra charge winter safety package valued at 2300 MSRP. For details, visit <DEALER URL>

OPTION 2.

The new 2018 F-150 is here now. The most capable F-150 ever. Visit <INSERT DEALER HERE> to lease the 2018 F-150 XLT

Super Crew 4x4 for only 199 every 2 weeks for 36 months at 0.99% APR with 3350 down. Plus, get a no-extra-charge winter safety

package valued at 2300 MSRP. For details visit <DEALER URL>

OPTION 3.

The new 2018 F-150 is here and right now, you can <LEASE/FINANCE> the <INSERT MAKE & MODEL> for only <INSERT

LEASE/FINANCE OFFER>. Plus, get a no-extra-charge winter safety package. No matter what the challenge… bring it, here at

<INSERT DEALER HERE>. Details at <DEALER URL>

TRUCK: 10 SECS

OPTION 1.

The new 2018 F-150 is here now. The most capable F-150 ever. Get great lease and finance offers at <INSERT DEALER HERE>.

<END TAG>

OPTION 2.

The new 2018 F-150 is here. Tow more, haul more and do more than ever before. Check out our special offers on the Ford F-Series

lineup at <INSERT DEALER HERE>. <END TAG>

OPTION 3.

We’re determined to bring you the best offers on your favourite Ford F-150 truck here at <INSERT DEALER HERE>. Whatever the

challenge, bring it. <END TAG>

53

Tier III Easy Test Drive Program Assets (non-co-op)

For full program details refer to MBG-2017-210N

Reminder: Easy Test Drive Program on Ford.ca

54

“Schedule a Test Drive” Form (Landing page 1)

55

“Schedule a Test Drive” Form (Landing page 2)

56