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ACTP Segmentation Refresh Northeast USA

Catherine Pearson Vice President & Practice Leader catherine. pearson@environicsananlytics. ca 416-969-2835

Emily Anderson Senior Client Advocate [email protected] 416-969-2861

March 30, 2012

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Objectives & Contents

Objective

Atlantic Canada Tourism Partnership (ACTP) continues to invest in the Northeast market. In November 2010, Environics Analytics (EA) was commissioned to re‐visit their visitor segmentation model to define ACTP’s target audience, and provide detailed imaging of their target segments. ACTP has been tracking the success of their media spending and has seen a lift in visitation. To this end, ACTP has asked EA to refresh the current segments with new imaging to ensure that their dollars continue to be invested in the right media.

Contents This deck includes: • Methodology and data used • Review of target group evolution in 2012 • Updated target group imaging featuring demographic, geographic, Social Values and media behaviour content • Comparison of market distribution and media behaviour

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 2 ACTP Analytical Framework

Geoggpyraphy: Northeast ACTP Conversion ACTP Inquirers linked to Respondents linked to PRIZM PRIZM Determine which PRIZM clusters perform best in the Northeast

• New England • Mid Atlantic

Review and refine target groups based on updated inquirers and visitors data

Young Families (selected) Exurban Explorers

Personify the EQ Segments using PRIZM‐Linked Data Use response analysis to Imaging: Bring continually learn and fine‐tune targeting and your Target communications Groups to Life strategies Reach them with the best media and message

Direct Mail: Mass Media Product Promotions Addressed and with a targeted Development in market Unaddressed message CONFIDENTIAL ‐ Copyright Environics Analytics 2012 3 Data Used

• ACTP provided EA with two sets of data representing current and prospective American travellers in 2010 and 2011:

• Converted visitors – respondents to ACTP’s conversion study • 26,602 conversions across the 2 years of data • EA was able to geocode and append PRIZM to 97.8% of conversions • 13,611 (53%) of conversions reside in the Northeast

• Inquirers – inquired for visitor information either online or over the phone • 20,252 inquirers across the 2 years of data; 97.4% geocoded/PRIZM coded • 13,531 (68%) reside in Northeast • 12,420 “serious” inquirers “very or somewhat likely” to travel; 97.5% geocoded/ PRIZM coded • 8,998 (74%) reside in Northeast

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 4 Visitors and Inquirers in the Northeast

Geoggpyraphy: Northeast • The Northeast consists of New England and Mid Atlantic regions • Represents 53% of conversions, 76% of serious inquiries and 24% of American households

• New England • Visitors and serious inquirers are over‐represented across nearly all Northeast • Mid Atlantic states:

ACTP Conversions and Serious Inquirers by State, 2010‐2011 US HHs ACTP Conversion Visitors ACTP Serious Inquirers Name % Comp Count % Comp Index Count % Comp Index Maine 0.5 1,312 5.0 1,049 749 6.2 1,286 New Hampshire 0.4 814 3.1 711 448 3.7 841 Vermont 0.2 411 1.6 723 375 3.1 116 England Massachusetts 2.2 2,450 9.4 433 1,315 10.9 500

New Connecticut 1.2 824 3.2 268 428 3.5 299 Rhode Island 0.4 286 1.1 311 150 1.2 79 New York 6.2 2,647 10.2 165 1,346 11.1 180 New Jersey 2.8 1,197 4.6 167 602 5.0 180 Pennsylvania 4.3 1,709 6.6 153 727 6.0 140 Delaware 0.3 142 0.5 183 61 0.5 169 tlantic AA Maryland 1.9 776 3.0 159 356 2.9 157

Mid District of Columbia 0.2 63 0.2 107 35 0.3 127 Virginia 2.7 862 3.3 124 109 0.9 40 West Virginia 0.7 118 0.5 68 159 1.3 67 Total Northeast 23.8 13,611 52.3 220 6,860 56.6 238 Other Sta tes 76. 2 12, 415 47. 7 63 52555,255 43. 4 57 Grand Total 100.0 26,026 100 100 12,115 100 100

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 5 Refreshing the Target Groups

• The refreshed target groups for 2012 saw 6 clusters removed, 6 added, and an young up‐and‐coming target group replaced with a young families segment • New clusters typically reflected a more midscale socio‐economic background, but fit with the existing target groups from a lifestage perspective • Some clusters were repositioned within the target groups to allow for better lifestyle differentiation for media planning purposes • Tactical clusters, shown in grey, were included in a target group to broaden its reach but not included in the imaging given differences in lifestage or socio‐economic status. This is consistent with the approach taken in 2010 and prior • Together these groups capture 47% of Northeast households, 66% of Visitors (Conversions), and 67% of Serious Inquirers

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 6 Gain Rich Insight about Target Segments

Demographic & Survey Data

Young Families

Exurban Explorers (Sample)

Outdoorsy Experiencers (Sample)

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 7 ACTP Target Groups: Lifestage and Conversion Behaviour

N.E. HHs: 1.9M (6.9%) 2010‐11 N.E. Conversions: 2K (11.8%) Avg. HH Income: $106,279 (140)** High Young y rr Famil*lies* Ve N.E. HHs: 5.9M (21.2%) 2010‐11 N.E. Conversions: 5K (29.6%) Avg. HH Income: $105,080 (138)** ate RR

N.E. HHs: 5.3M (19.1%) 2010‐11 N.E. Conversions: 4K (24.7%) Exurban Avg. HH Income: $92,977 (138)** Outdoor Explorers

version Experiencers nn Co Moderate Young Mature Adults Lifestage Adults *Size of bubble based on size of target group in Northeast US **Indexed to Households in Northeast US CONFIDENTIAL ‐ Copyright Environics Analytics 2012 8 Target Group Comparison

Young Outdoor Exurban Target Group Name Families Experiencers Explorers Size in U.S.* TG HHs 1,921,323 (6.91%) 3,167,667 (11.40%) 4,466,746 (16.07%) Top Markets New York, NY (68†); New York, NY (87); New York, NY (70); , MA (187); Washington, DC (141); , PA (101); Washington, DC (143) Boston, MA (121) Boston, MA (112) Demographics Lifestage Younger to middle-aged Younger to middle-aged Middle-aged to older families couples, some with kids couples and older families

Socio-economic status Affluent Upper-middle-class/affluent Affluent

Avg. HH Income $106,279 (140) $92,977 (122) $105,080 (138)

Ethnic Diversity Low Low Low

Social Values Enjoy meaningful everyday Understanding, analytical, Distinct attachment to roots experiences and tolerant rather than and tradition judgmental Care about environment Value control; place reason and ethical practices Value strong connections and logic over emotions and close-knit communities Physically active, health- Seek intense experiences, conscious Prefer being in control of unique activities and new life, but do not require sensations constant order Media Behaviour TV Moderate Moderate Heavy Radio Moderate/moderate-heavy Moderate Moderate-light Newspaper Heavy Moderate Heavy Magazines Moderate Moderate-light Heavy Internet Heavy Moderate-heavy Moderate

*Including tactical clusters † Top DMAs based on size of target group Light Use/Weak Heavy Use/Strong

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 9 Target Group Imaging: ACTP’s North East USA Target Groups

Confidential ‐ Copyright Environics Analytics 2012 Meet Young Families

6.9% of Northeast Region Households (1,921,323) 7.9% of Northeast Region Population (5,716,052)

Core Clusters

Target Group Highlights

• A well-off target group consisting of younger middle-aged families with children at home • Young Families can be found in large proportions in PA (16.9%), MA (14.2%) and at rates far above the average in NH (4.6%, 251*) and CT (8.6%, 174); living in some smaller town communities • Through their own actions, members of this group command respect from family and friends and have a preference for the formal over the casual • While the members of this group sometimes prefer low-key activities that they participate in as a family, they also like to tes t the ir limit s b y d oi ng somethi ng uni que and spont aneous • The Young Families target group make a strong group for all media types, and they are particularly heavy consumers of newspaper, radio and internet content

*Indexed against Northeast market

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 11 Young Families: Demographics and Geography Demographic Highlights Highlights Regional Composition Composition 2.0% Lifestage: Younger to middle-aged (35 – 64) families with children 4.6% (101) Maine at home (251) 1.0% (108) New Hampshire HH Size: Larger households; 54% have 3+ members (133*) 1.7% 12.6% Vermont (61) (113) Housing Type: Over 88% of this target group owns their home Massachusetts

(135) while 12% are renter occupied (34) 14.2% New England (155) Rhode Island Education: High; over 38% have a Bachelor’s degree or greater 9.4% (119) 0.8% Connecticut with an additional 15% having a master’s, professional, or doctorate (53) 1.6% New York degree (131) Pennsylvania Job Type: Mixed; top occupations include healthcare & social 8.6% 13.0% (174) New Jersey assistance (7%), retail trade (6%), manufacturing (6%), (112) lantic professional/science/tech/admin (4%) and construction (4%) tt Delaware 13.5% Maryland Diversity: Low; 89% white; below average proportions of other (52) Mid-A 16.9% West Virginia ethnicities (94) Virginia Average HH Income: $106,279 (140) *Indexed against Northeast market Lifestyle TopOverview Markets – Designated Market Areas (DMAs)

Living in some of the smaller towns found throughout the Target Group Market Mkt Pen Northeast, and bringing home above-average incomes, the Young Name Population % of TG Population % of Mkt % Pen Index Families target group has access to a range of different activities. They tend to be members of country clubs and participate in their New York, NY 364,365 16.9 7,585,774 24.9 4.8 68 children’s parents association, showing a real interest in being Boston, MA-NH 323,807 15.0 2,449,469 8.0 13.2 187 involved in their communities. These families love the outdoors, Washington, DC-MD 246,666 11.4 2,430,232 8.0 10.1 143 evident in their choice of sports and leisure activities which include Philadelphia, PA 242,276 11.2 3,055,151 10.0 7.9 112 hiking, cycling, hunting, power boating and sailing. While they are Hartford & New Haven, CT 104,381 4.8 1,042,982 3.4 10.0 141 big fans of professional sports, members also see the importance in Harrisburg, PA 97,352 4.5 765,293 2.5 12.7 180 staying active themselves and can be found swimming, at the gym, , MD 59,623 2.8 1,126,050 3.7 5.3 75 out jogging or playing at a local court, diamond or rink. On weekends, parents might take their kids to a movie or to a cultural Richmond-Petersburg, VA 54,633 2.5 567,395 1.9 9.6 136 event or attraction. Members do not appear to be involved in the , PA 45,478 2.1 1,175,443 3.9 3.9 55 nightlife, instead choosing to eat a quiet meal out or participate in Wilkes Barre, PA 42,256 2.0 604,415 2.0 7.0 99 other low-key activities with friends or family. Legend 50 - 79 110 - 119 120 - 149 150+

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Claritas PopFacts 2011, Simmons 12 Young Families: Social Values Social Values Relating to Travel , Consumption and General Perspectives

Key Travel-Related Social Values Key "Soft" & Consumer Social Values Value Index Value Index Value Index Value Index Adaptability to Complexity 92 Joy of Consumption 35 Anomie-Aimlessness 18 Penchant for Risk 95 Adappgtive Navigation 131 Meaningful Moments 152 Confidence in Big Business 68 Propriety 120 Attraction to Crowds 101 Multiculturalism 65 Cultural Assimilation 120 Pursuit of Intensity 39 Culture Sampling 114 Need for Status Recognition 69 Ecological Concern 138 Rejection of Authority 87 Equal Relationship w/ Youth 69 Need for Uniqueness 115 Effort Toward Health 134 Religiosity 131 Ethical Consumerism 124 Personal Challenge 110 Emotional Control 115 Saving on Principle 75 Global Consciousness 72 Personal Control 117 Enthusiasm for New Technology 77 Search for Roots 50 Importance of Brand 80 Personal Creativity 103 Everyyyday Ethics 102 Sensualism 93 Importance of Spontaneity 129 Personal Escape 71 Fatalism 58 Social Intimacy 83 Intuition & Impulse 60 Vitality 119 Financial Security 125 Social Mobility 79 Flexible Families 103 Social Responsibility 117 Social Values Highlights Introspection & Empathy 65 Spiritual Quest 128 Members of the Young Families target group are a confident bunch, Gender Parity 123 Technology Anxiety 74 perhaps stemming from their sound financial standing and ability to Global Consciousness 72 Traditional Gender Identity 110 adapt to whatever may come their way. While they tend to value National Pride 93 Work Ethic 95 the ‘everyday’ moment over once-in-a-lifetime experiences; members still want to feel spontaneous from time to time and may seek out unique activities when on vacation. This group enjoys their home life and does not often feel the need for escape, but when Strongest Social Values Weakest Social Values they travel, members have an interest in exppgloring and learning about other cultures. Full of energy, they are physically active and • Meaningful Moments (152) • Anomie-Aimlessness (18) may be drawn to opportunities that allow them to get out and enjoy • Ecological Concern (138) • Active Government (29) the landscape of a new place, whether it is through going for a hike in a national park or kayaking out in the ocean. They display some • Effort Toward Health (134) • Joy of Consumption (35) desire to move away from a consumption-driven society, showing • Obedience to Authority (132) • Pursuit of Intensity (39) loyalty to companies that have ethical policies and practices. Members place an importance on behaving in a way that respects • Religiosity (131) • Ecological Fatalism (43) oneself and others, and have a keen preference for the formal over • Adaptive Navigation (131) • Sexual Permissiveness (46) the casual.

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Environics Analytics and Environics Research, Pop 15+13 Young Families: Media Behaviours Media Overview Overview Media Highlights Highlights The members of the Young Families target group are a strong Internet: market across all media categories. They show an interest in both • This group is active online both at home and at work sports and business across all types of media, listening to news and sports radio, reading articles in their favourite newspapers and • Using the internet for airline, car and hotel information, magazines and watching professional sporting events and business banking, social networking (chat forums and message boards), shows on TV. They are avid itinternet users, and when online, they investment and stock news, accessing websites for traditional are viewing websites ranging from airline, car and hotel information, media like newspapers and magazines and playing some to social networking to online banking. They likely do research computer games before making any purchases and are shopping online at rates far • They turn to the internet for information on products and above the average. Target group members read newspapers and services they are interested in magazines at moderate to heavy rates with a preference for house & • Members disppylay above averag e rates for considering the home and science & technology genres. Listening to the radio, they internet as their primary entertainment source – both typically tune into news, talk, business, adult contemporary and individually and for their family religious programming. • They believe that the internet has changed the way they shop Media Usage Magazines: Users per 100 HHs • Moderate readers; popular genres include general appeal,

41.6 women’s, house & home, sports and science & technology Internet 30.3 Newspapers: Heavy daily readers; read most sections at rates above average; 44.3 • Magazines top sections include general news, sports and business & 41.7 finance 53.9 Newspaper RdiRadio: 43.2 • Moderate to moderate-heavy listeners; listen to news, talk, 44.3 businessInterruption & sports, country, adult contemporary and some Radio 38.8 religious programming

40.9 Television: TV 38.7 • Moderate viewers; watch a number of professional sporting events and sport highlights including ESPN’s Pardon the % TG % Market and regular season football; top channels include Newspaper, TV, Magazines, Radio, Internet – Quintile 1 Discovery, Fox News, History and ESPN

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Simmons 14 Internet Young Families: Internet & Print Media Details Online Media Media Print Media Media

Magazine Readership Newspaper Readership

41.6 44.3 53.9 Quintile 1 Quintile 1 Quintile 1 (high) 30.3 (high)41.7 (high) 43.2 47.0 Quintile 2 54.1 47.6 29.3 Qitil2Quintile 2 Qitil2Quintile 2 40.7 39.7

44.0 TopQuintile Websites3 50.9 44.5 29.1 Quintile 3 Quintile 3 39.6 38.5

41.1 Quintile 4 49.0 45.7 28.6 Quintile 4 Quintile 4 38.0 38.1

33.2 Quintile 5 35.5 42.0 28.0 Quintile 5 Quintile 5 (low) (low) 37.2 (low) 37.6

% TG % Market Users per 100 HHs % TG % Market Users per 100 HHs Top Publications High Penetration High Index High Penetration High Index Title % Index Title % Index Title % Index Title % Index Google.com 134.2 149 Kelleybluebook.com 16.9 222 Parade Magazine 103.9 119 Family Fun 14.8 223 Yahoo.com 83.9 137 Foxnews.com 24.9 211 People 78.9 126 Runner's World 6.0 183 Amazon.com 66.9 158 Foxsports.com 12.2 204 USA Today, Daily 64.3 146 Parent's Magazine 17.6 177 Ebay.com 66.4 174 Ebay.com 66.4 174 Better Homes & Gardens 52.0 122 Petersen's 4Wheel & Off-Road 6.8 163 Youtube.com 63.4 131 Edmunds.com 7.0 167 Time 48.6 117 Outdoor Life 10.7 155 Facebook.com 51.6 154 ESPN.com 30.1 166 Read National Geographic 42.8 106 First For Women 10.6 153 Craigslist.com 47.6 146 iTunes.com 38.0 163 Sports Illustrated 42.6 148 North American Hunter 9.4 150 Wikipedia.com 43.4 139 Pricegrabber.com 3.2 159 Reader's Digest 39.3 113 Kiplinger's Personal Finance 7.1 149 iTunes.com 38.0 163 Amazon.com 66.9 158 Family Circle 36.3 132 Sports Illustrated 42.6 148 MSN.com 35.9 142 Disney.com 12.6 158 Good Housekeeping 35.5 120 Golf Digest 12.1 148 • MbMembers o fthYf the Young FilttFamily target group are av id users of most tli online • CiitditdtConsuming print media at moderate-htheavy rates, mem bfthittbers of this target content group can be found reading their newspapers front-to-back, with a keen • They can be found browsing popular online shopping websites like interest in sections like sports and business Amazon.com and Ebay.com, and are participating in social networking at • They are reading many different magazine genres, ranging from house & rates above the average home to outdoors, and from style to parenting

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Simmons 15 Young Families: Marketing Considerations

Communication Touch Themes Points

 TV ads during professional sporting games and on popular  Members appreciate the small everyday moments over news and business-focused channels once-in-a-lifetime experiences but at the same time may want to exppqlore unique activities while on vacation  Radio ads during the drive to work as well as duringgy the day on adult contemporary, news, talk, sports, country and  These families do not appear to be avid shoppers; they do religious stations not seek status recognition and like to buy from companies that have a social conscience  Features and ads in the sports, general news or business sections of major daily papers; also features and ads in a  This group has a significant preference for the formal over mix of special interest, business, sporting and the casual and tend to be more conservative in their hunting/fishing magazines relationships and social norms  Internet ads and content will be well received and they are strong for researching and shopping on the web

Creative Messaging

 Comfortable, well-established younger and middle-aged families with school-aged children at home  Creative messaging that features images of ethnic diversity may not resonate with this group  As a family-centric group, members of Young Families may be encouraged by messaging that includes images of families spending time together, participating in low-key activities or havinggg fun in the great outdoors

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 16 Meet Outdoor Experiencers

Core Clusters

11.4% of Northeast Region Households (3,167,667) 11.4% of Northeast Region Population (8,303,168)

Target Group Highlights • A middle-upper class target group consisting of younger and middle-aged si ngl es and coupl es, some wi th child ren • Outdoor Experiencers can be found at high proportions in the Mid-Atlantic market, specifically NY (22.7%), PA (15.5%), and at rates far above the average in NH (3.4%, 181*) and Maine (3.3%, 162); living in a mix of upscale suburban and town communities Tactical Clusters • Sometimes laid-back in their lifestyles, members of this group are active and may like to plan their own adventures and activities while on vacation • They are socially aware and concerned about their well-being, both physically and spiritually; members tend to seek out companies that practice ethical decision-making • This group makes a moderate media market, with some preference for broadcast and internet categories

*Indexed against Northeast market

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 17 Outdoor Experiencers: Demographics and Geography Demographic Highlights Highlights Regional Composition Composition 3.3% 3.4% Maine Lifestage: Younger to middle-aged (35 – 64) singles and married (162) 1.8% (181) couples, some with children at home (199) New Hampshire HH Size: Smaller to mid-size households; 2/3 contain 1- 2 members 2.3% 12.9% Vermont 1.1% (83) (115) (108*), an additional 33% have 3 or 4 members (120) Massachusetts 9.7% Housing Type: More than three-quarters are owners (116); (106) New England Rhode Island priililimarily single-fam ily d welli ngs b uilt aft er 1980 08%0.8% (55) Connecticut 8.5% Education: High; close to 25% have a bachelor’s degree with an 5.7% (107) New York additional 17% having a master’s, professional, or doctorate degree (115) 1.2% Pennsylvania Job Type: White collar and professional; top occupations include (94) health care & social assistance (7%), educational services (6%), New Jersey 11.2% retail trade (6%), manufacturing (5%) and prof/sci/tech/admin (5%) Delaware

(96) Atlantic -- Diversity: Low; 84% white, below average proportions of all other 22.7% Maryland ethnicities except Asian (104) (88) Mid District of Columbia Average HH Income: $92,977 (122) *Indexed against Northeast market 15.5% (86) West Virginia Virginia Lifestyle TopOverview Markets – Designated Market Areas (DMAs)

With plenty of lakes, mountains, and parks only a stone’s throw Target Group Market Mkt Pen Name from the suburbs and small towns of the Northeast U.S., Outdoor Population % of TG Population % of Mkt % Pen Index Experiencers find pleasure in the outdoors. Members take part in everything from backpacking and camping to biking, fishing, New York, NY 1,279,319 21.6 7,585,774 24.9 16.9 87 swimming, and going to the beach and lakes in the summertime, Washington, DC-MD 667,530 11.3 2,430,232 8.0 27.5 141 maybe bringing their pet along with them. More laid-back leisure Boston, MA-NH 577,071 9.8 2,449,469 8.0 23.6 121 activities such as sailing, golf, tennis, and horseback riding are also Philadelphia, PA 439,272 7.4 3,055,151 10.0 14.4 74 popular, and it is no surprise that Outdoor Experiencers have Harrisburg, PA 221,134 3.7 765,293 2.5 28.9 149 garages crammed with ski boots, camping equipment, and golf Hartford & New Haven, CT 209,964 3.6 1,042,982 3.4 20.1 104 clubs. This is a group that appears to be internet-savvy, and enjoys Baltimore, MD 200,575 3.4 1,126,050 3.7 17.8 92 shopping online to support their leisure interests by purchasing Burlington, VT-NY 136,407 2.3 336,923 1.1 40.5 209 books, videos, toys, and games. Active in their communities through environmental organizations and business clubs, Outdoor Albany, NY 133,196 232.3 556,208 181.8 23.9 123 Experiencers relax on the evenings and weekends by going to Portland-Auburn, ME 130,595 2.2 417,228 1.4 31.306 161 5 concerts, dining out, or checking out the latest movies. Legend 50 - 79 110 - 119 120 - 149 150+

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Claritas PopFacts 2011, Simmons 18 Outdoor Experiencers: Social Values Social Values Relating to Travel , Consumption and General Perspectives

Key Travel-Related Social Values Key "Soft" & Consumer Social Values Value Index Value Index Value Index Value Index Adaptability to Complexity 109 Joy of Consumption 88 Anomie-Aimlessness 57 Penchant for Risk 73 Adaptive Navigation 104 Meaningful Moments 141 Confidence in Big Business 65 Propriety 133 Attraction to Crowds 79 Multiculturalism 60 Cultural Assimilation 125 Pursuit of Intensity 74 Culture Sampling 117 Need for Status Recognition 92 Ecological Concern 149 Rejection of Authority 91 Equal Relationship w/ Youth 70 Need for Uniqueness 76 Effort Toward Health 132 Religiosity 131 Ethical Consumerism 108 Personal Challenge 104 Emotional Control 91 Saving on Principle 85 Global Consciousness 114 Personal Control 151 Enthusiasm for New Technology 82 Search for Roots 110 Importance of Brand 124 Personal Creativity 141 Everyday Ethics 135 Sensualism 95 ItImportance of fStit Spontaneity 122 PlEPersonal Escape 121 Fatalism 49 Social Intimacy 153 Intuition & Impulse 80 Vitality 107 Financial Security 116 Social Mobility 75 Flexible Families 99 Social Responsibility 144 Social Values Highlights Introspection & Empathy 157 Spiritual Quest 148 Outdoor Experiencers are a target group in control of their lives, Gender Parity 129 Technology Anxiety 103 who tolerate difference and believe in gender and racial equality. Global Consciousness 114 Traditional Gender Identity 95 Seeking close connections with others, this group is understanding National Pride 113 Work Ethic 108 and analytical rather than judgmental. Members are also thoughtful and creative, often reflecting on the role of spirituality in life. Outdoor Experiencers do not seek grand adventures, and may desire smaller, more “everyday” experiences on vacation. Although Strongest Social Values Weakest Social Values members enjjyoy being in control, they do not feel the need for constant order, and may prefer a more relaxed, informal travel • Introspection & Empathy (157) • Modern Racism (43) experience. Moreover, Outdoor Experiencers are responsible citizens • Social Intimacy (153) • Fatalism (49) who express a concern about the environment, value ethical decision-making, and believe in social responsibility and political • Personal Control (151) • Acceptance of Violence (49) involvement. Thus, members may be inclined to choose vacation • Ecological Concern (149) • Sexism (51) experiences from ecologically conscious or socially responsible organizations. Outdoor Experiencers also care strongly for their • Spiritual Quest (148) • Anomie-Aimlessness (57) health, and may seek out active, athletic and mind/body activities • Duty (146) • Active Government (58) on vacation that contribute to their overall sense of well-being.

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Environics Analytics and Environics Research, Pop 15+19 Outdoor Experiencers: Media Behaviours Media Overview Overview Media Highlights Highlights The best way to reach Outdoor Experiencers is through a mix of the Internet: internet, radio and television. Given this group’s leisure interests, it is • Moderate-heavy users, accessing internet both at home and unsurprising that Outdoor Experiencers follow travel and sports work across multiple forms of media, including magazines, newspapers, and television. As heavy internet users, this group goes online to do • Use the internet for airline, car, and hotel information, online everything from banking to making travel reservations. While radio banking and investment/stock information, online shopping and listenership is relatively mixed, popular genres include country, adult shopping information, email, and accessing websites for contemporary, and alternative. Magazine readership is relatively traditional media like newspapers and magazines light, though interest in travel, fishing/hunting, and sports topics • Members of this group go online to find information about reflects members’ hobbies. Television remains moderately popular, products and services they are interested in with sports and home living channels nabbing the most attention. • Members display below average rates for considering the Newspaper readhidership isalso modtderate, thoug h readhidershipof most internet as their primary entertainment source sections is below average. Yet, this group expresses preference for • Notably above average for believing that the internet has travel and classifieds sections. changed the way they shop Media Usage Magazines: Users per 100 HHs • Light-moderate readers; popular genres include travel, fishi ng/h unti ng, sport s, cooki ng, and women’ s magazi nes 38.9 Internet Newspapers: 30.3 Moderate daily readers; readership of most sections is slightly 34.9 Magazines below average except for travel and classifieds; front page and 41.7 news sections also receive high percentage readership

39.6 Radio: Newspaper 43.2 • Moderate listeners; top genres include country, adult contemporary, rock, and alternative 34.3 Radio Television: 38.8 • Moderate viewers; top programs include professional sporting 37.7 TV events such as the Superbowl, MLB, and regular season 38.7 football, along with The Daily Show and The Colbert Report;

% TG % Market popular channels include Comedy Central, CMT, ESPN, Food Newspaper, TV, Magazines, Radio, Internet – Quintile 1 Network, HGTV, IFC, Speed, TBS, Travel Channel

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Simmons 20 Internet Outdoor Experiencers: Internet & Print Media Details Online Media Media Print Media Media

Magazine Readership Newspaper Readership 38.9 Quintile 1 34.9 39.6 Quintile 1 Quintile 1 (high) 30.3 (high)41.7 (high) 43.2 35.5 Quintile 2 39.8 39.7 29.3 Quintile 2 Quintile 2 40.7 39.7

33.2 TopQuintile 3Websites 42.4 42.3 29.1 Quintile 3 Quintile 3 39.6 38.5

31.0 Quintile 4 44.0 40.3 28.6 Quintile 4 Quintile 4 38.0 38.1

26.7 Quintile 5 28.8 28.1 Quintile 5 (low) 28.0 Quintile 5 (low) 37.2 (low) 37.6

% TG % Market Users per 100 HHs % TG % Market Users per 100 HHs Top Publications % TG % Market High Penetration High Index High Penetration High Index Title % Index Title % Index Title % Index Title % Index Google.com 110.4 123 Freecreditreport.com 5.5 150 Parade Magazine 92.8 106 Hemispheres (United Airlines) 7.1 155 Yahoo.com 70.8 115 Realtor.com 9.7 147 People 62.5 100 Sky (Delta Airlines) 19.7 143 Youtube.com 59.1 122 Hotels.com 13.1 146 USA Today 48.7 111 The Economist 7.1 137 Amazon.com 52.2 123 Facebook.com 45.3 136 National Geographic 40.9 102 National Geographic Adventure 5.8 131 Ebay.com 45.7 119 Orbitz.com 15.3 135 Better Homes & Gardens 37.7 88 Outside4.4130 Facebook.com 45.3 136 Ticketmaster.com 14.4 129 Time 37.0 89 Cycle World 4.0 130 Craigslist.com 38.5 118 Expedia.com 21.9 127 Sports Illustrated 31.0 108 Shape 11.3 129 Wikipedia.com 36.9 118 iTunes.com 29.0 125 Reader's Digest 31.0 89 Self 11.2 127 MSN.com 29.9 118 Careerbuilder.com 14.0 124 AARP 26.1 62 US Airways 7.9 125 iTunes.com 29.0 125 Google.com 110.4 123 Newsweek 25.8 95 Golf Magazine 10.2 123 • MbMembers of fthOtdE the Outdoor Experi encers t arget group are h eavy users of most • AlihtAs light-modtderate rea ders of mos tft forms o fitdif print media, mem bers o fthif this internet content, looking for product & service reviews and other information group have a preference for travel, classifieds and front-page/general interest • They can be found browsing popular online shopping websites like newspaper content Amazon.com and Ebay.com, and visiting travel-oriented websites at rates far • They have a keen interest in travel and outdoor magazines, as well as golf above the average and adventure genres

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Simmons 21 Outdoor Experiencers: Marketing Considerations

Communication Touch Themes Points  Members seek connections with smaller, closely knit groups  Internet advertisements will be frequently viewed, as of people and prefer activities that foster a sense of bonding members are strong internet users across a range of or shared experience categories  Outdoor Experiencers value a sense of control in their lives,  TV ads during professional sporting games and on popular though they do not feel the need for constant order; they sports, home-interest, and comedy channels such as may desire relaxed, informal “everyday” travel experiences Comedy Central, ESPN and HGTV where members can choose and construct their ideal daily  Radio ads during the drive to work as well as in the activities evenings on adult contemporary, country & soft rock  Group members are ecologically and socially responsible  Ads in the travel section of the daily newspaper, though citizens who value ethical decision-making, and may seek front page, news, and business/finance sections may also out smaller companies that are ecologically conscious and be desirable socially aware

Creative Messaging

 Comfortable, well-established younger and middle-aged couples, some with children at home  Creative messaging that features ethnic images may not resonate with this group, though members are tolerant of diversity  As an outdoor-oriented group, members of Outdoor Experiencers may be encouraged by messaging that includes images of successful couppples particip pgating in athletic activities

CONFIDENTIAL - Copyright Environics Analytics 2012 22 Meet Exurban Explorers

Core Clusters 16.0% of Northeast Region Households (4,466,746) 16.3% of Northeast Region Population (11,844,902)

Target Group Highlights • Well-off middle -aged and older couples and families , some with older children at home • Exurban Explorers can be found at large proportions in PA (20.7%), NY (19.4%), VA (11.2%) and NJ (11.2); above- average rates in New England states; living in suburban and town communities • While older in age, upper-class incomes still allow these members to get out and explore through travel; they may enjoy Tactical Clusters low-key activities like playing golf and boating • Exurban Explorers may seek an unconventional or unique experience while on vacation • The Exurban Explorers target group are heavy print media consumers and light-moderate internet users with an interest in travel

*Ind exed agai nst N orth east mar ke t

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 23 Exurban Explorers: Demographics and Geography Demographic Highlights Highlights Regional Composition Composition 2.6% Lifestage: Middle-aged to older (45 – 74) couples and families with 2.6% Maine (128) (141) 1.4% older children at home (150) New Hampshire 2.2% Vermont HH Size: Mid-sized households; 69% have 2-4 members (111*) (76) 11.2% 0.1% (100) Housing Type: 87% of this target group owns their home (134) (11) 10.0% 1.6% Massachusetts (109) (105) while 13% are renter occupied (37) New England Rhode Island 9.0% Connecticut Education: High; over 42% have a Bachelor’s degree or greater, (115) 6.5% New York with an additional 19% having a master’s, professional, or doctorate 1.6% (131) degree (127) Pennsylvania New Jersey Job Type: Mixed; top occupations include healthcare & social 11.2% assistance (7%), retail trade (6%), professional/science/tech/admin (97) Delaware lantic 199%.4% tt Maryland (5%) and manufacturing (5%) (75) District of Columbia Diversity: Low; 89% white; below average proportions of other Mid-A 20.7% West Virginia ethnicities (115) Virginia Average HH Income: $105,080 (138) *Indexed against Northeast market Lifestyle TopOverview Markets – Designated Market Areas (DMAs)

Don’t let the age of these target group members fool you. While Target Group Market Mkt Pen they tend to be older, Exurban Explorers couples and families are Name Population % of TG Population % of Mkt % Pen Index considerably active in their communities, holding memberships to a range of community organizations, including country and veterans’ New York, NY 1,090,673 17.3 7,585,774 24.9 14.4 70 clubs, and religious organizations. Members are also benefactors of Philadelphia, PA 635,890 10.1 3,055,151 10.0 20.8 101 organizations, and enjoy donating a portion of their discretionary Boston, MA-NH 566,700 9.0 2,449,469 8.0 23.1 112 income to a variety of charities. Leisure activities for this older group Washington, DC-MD 462,316 7.3 2,430,232 8.0 19.0 92 are relatively low-key, and members can often be found playing Pittsburgh, PA 315,463 5.0 1,175,443 3.9 26.8 130 golf, gardening, bird watching, quilting, or boating, though they do Hartford & New Haven, CT 305,484 4.9 1,042,982 3.4 29.3 142 stay active by walking or exercising at nearby fitness clubs. Big fans Baltimore, MD 260,954 4.1 1,126,050 3.7 23.2 112 of professional and college sports, Exurban Explorers regularly tune in for college football and basketball, and professional baseball, Albany, NY 189,947 3.0 556,208 1.8 34.2 165 football, and basketball. However, this educated group does like to HibPAHarrisburg, PA 179,111 282.8 765,293 252.5 23.4 113 get out for an evening of live theater, or to visit a museum or take Wilkes Barre, PA 161,538 2.6 604,415 2.0 26.706 129 5 in the performing arts. When vacationing, members of this group Legend 50 - 79 110 - 119 120 - 149 150+ liketogotothebeachorspendtimeatacasino.

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Claritas PopFacts 2011, Simmons 24 Exurban Explorers: Social Values Social Values Relating to Travel , Consumption and General Perspectives

Key Travel-Related Social Values Key "Soft" & Consumer Social Values Value Index Value Index Value Index Value Index Adaptability to Complexity 102 Joy of Consumption 95 Anomie-Aimlessness 70 Penchant for Risk 87 Adaptive Navigation 119 Meaningful Moments 94 Confidence in Big Business 117 Propriety 102 Attraction to Crowds 105 Multiculturalism 102 Cultural Assimilation 122 Pursuit of Intensity 119 Culture Sampling 109 Need for Status Recognition 88 Ecological Concern 107 Rejection of Authority 114 Equal Relationship w/ Youth 126 Need for Uniqueness 117 Effort Toward Health 103 Religiosity 101 Ethical Consumerism 81 Personal Challenge 91 Emotional Control 111 Saving on Principle 97 Global Consciousness 106 Personal Control 122 Enthusiasm for New Technology 94 Search for Roots 103 Importance of Brand 86 Personal Creativity 105 Everyday Ethics 100 Sensualism 85 Importance of Spontaneity 104 Personal Escape 107 Fatalism 90 Social Intimacy 93 Intuition & Impulse 75 Vitality 108 Financial Security 111 Social Mobility 98 Flexible Families 99 Social Responsibility 101 Social Values Highlights Introspection & Empathy 96 Spiritual Quest 100 94 100 While Exurban Explorers view themselves as authentically American, Gender Parity Technology Anxiety 106 89 and express a strong attachment to their homegrown roots, they Global Consciousness Traditional Gender Identity are are also open-minded, valuing an equal relationship with youth Natilidional Pride 90 Workhik Ethic 94 and shunning patriarchy in favor of household equality. Exurban Explorers are established individuals who value control and place reason and logic over emotions. Expressing financial optimism, this group uses their discretionary income to pursue intense Strongest Social Values Weakest Social Values experiences, and may prefer vacations that allow them to discover • Parochialism (132) unique activities and new sensations while still seeing the symbols • Fear of Violence (61) of home. Members do not shy away from crowds; however, by • Equal Relationship w/ Youth • Patriarchy (66) balancing the unique experiences with some low-key activities that (126) • Anomie-Aimlessness (70) allow them to relax, they take full advantage of what a vacationing • Personal Control (122) spot has to offer them. Despite their need for control, this group • Intuition & Impulse (75) views themselves as adaptive in unexpected situations – beneficial • Cultural Assimilation (122) • Civic Apathy (76) during unforeseen travel hiccups. Exurban Explorers tend to • Ecological Fatalism (120) associate quality and service with large brands and companies, and • American Entitlement (80) may seek travel experiences with recognized organizations. • Pursuit of Intensity (119)

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Environics Analytics and Environics Research, Pop 15+25 Exurban Explorers: Media Behaviours Media Overview Overview Media Highlights Highlights Members of Exurban Explorers can be reached through traditional Internet: forms of media such as newspapers, magazines, and television. This financially-stable, educated group demonstrates significant interest in • Mixed users; active online at home and work; showing an sports, news, and finance across all types of media. Exurban interest in learning more about the internet and technology in Explorers use the internet at moderate-light rates, using it to keep in general contttact with fifriend sand filfamily btbut also accessing financi al and tltravel • Use the i nt ernet for inves tmen t an d s toc k news, me dica l information, and doing some of their shopping online. Moderate information, airline, car, and hotel information, online shopping listeners of the radio, their favourite content includes news/talk, and email business, sports and country music. Members are heavy readers of • Above average for affirming that internet changed their ability both magazines and newspapers, with popular magazine genres to access information, and they way they shop paralleling members’ leisure interests and all newspaper sections • Members display average rates for considering the internet as being read at above average rates. Lastly, Exurban Explorers are their primary entertainment source – both individually and for heavy television viewers, enjoying a range of professional sports their family along with mainstream news programming. Magazines: Media Usage • Heavy readers; popular genres include general appeal, house Users per 100 HHs & home, news, finance and science & technology

33.2 Newspapers: Internet 30.3 • Heavy daily readers; read all sections at above average rates; topRoadshow sections include editorial, business/finance, home, travel, 63.4 Magazines and front page/general news are also popular 41.7 Television: 70.9 Newspaper • Heavy viewers; top programs include professional sports 43.2 championships, NFL regular season football, Antiques

37.8 , most FOX News programming, 60 Minutes; Radio 38.8 preferred channels include AMC, ESPN, FOX News, Golf Channel, HGTV, CNN, TCM 52.1 TV Radio: 38.7 • Moderate-light listeners; preferred genres include news/talk % TG % Market radio, business, sports, nostalgia/oldies, classical Newspaper, TV, Magazines, Radio, Internet – Quintile 1

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 Source: Simmons 26 Internet Exurban Explorers: Internet & Print Media Details Online Media Media Print Media Media

Magazine Readership Newspaper Readership 33.2 Quintile 1 63.4 70.9 Quintile 1 Quintile 1 (high) 30.3 (high)41.7 (high) 43.2 36.5 Quintile 2 56.8 56.6 29.3 Quintile 2 Quintile 2 40.7 39.7

37.7 TopQuintile 3Websites 47.6 42.9 29.1 Quintile 3 Quintile 3 39.6 38.5

38.7 Quintile 4 36.9 32.4 28.6 Quintile 4 Quintile 4 38.0 38.1

36.3 Quintile 5 28.2 30.1 Quintile 5 (low) 28.0 Quintile 5 (low) 37.2 (low) 37.6

Users per 100 HHs % TG % Market % TG % Market Users per 100 HHs Top Publications High Penetration High Index High Penetration High Index Title % Index Title % Index Title % Index Title % Index Google.com 115.2 128 Edmunds.com 7.3 172 Parade Magazine 120.4 138 Golf Digest 15.4 188 Yahoo.com 66.8 109 Accuweather.com 16.4 153 People 86.3 138 AARP 76.9 183 Amazon.com 54.2 128 Travelocity.com 19.4 148 AARP 76.9 183 Golf Magazine 15.1 180 Youtube.com 47.7 99 CBSmarketwatch.com 3.1 140 Better Homes & Gardens 62.1 145 Kiplinger's Personal Finance 8.5 178 Ebay.com 46.0 120 Bizrat e.com 525.2 138 NtiNational lG Geographi c 59.1 147 SthLiiSouthern Living 32.4 177 Facebook.com 35.7 107 Kelleybluebook.com 10.4 137 USA Today 58.7 133 Smithsonian 19.5 177 Craigslist.com 33.4 103 Hallmark.com 6.5 137 Time 56.4 136 Consumer Reports 42.7 172 Wikipedia.com 33.2 106 Nytimes 10.3 135 Reader's Digest 53.0 153 US Airways 10.8 169 MSN.com 28.7 113 Whitepages.com 12.6 134 Good Housekeeping 43.9 149 Money 18.1 167 Bestbuy.com 26.6 116 Barnesandnobel.com 18.2 133 Newsweek 43.9 161 Bon Appetit 13.7 165

• MbMembers of fthEbEl the Exurban Explorers t arget group are lihttdtlight to moderate-light • CiitdithtthittConsuming print media at heavy rates, this target group can b bfde found users of the internet reading their favourite sections (including editorials, business & finance, • When they are online, members can be found on information-based websites home and travel) but also pay attention to general interest & front page news like Edmunds.com, looking for product and service reviews, checking • They read magazines at high rates, with a preference for golfing, history, investment news and reading some magazine and newspaper websites style and business/investment genres

CONFIDENTIAL - Copyright Environics Analytics 2012 Source: Simmons 27 Exurban Explorers: Marketing Considerations

Communication Touch Themes Points  Members feel connected to where they are from, and may  Television ads during professional sporting championships favor vacations that appeal to their roots or their East Coast and professional sporting events, mainstream news pride programming (FOX, CNN, CNBC, MSNBC), nightly national newsConsumer shows Reports, Golf Digest, Newsweek, Smithsonian  This group seeks intense experiences, and may seek vacations that offer unique activities and experiences, or  Features and ads in a mix of general appeal, house & home, promise new sensations; members may also prefer news and finance, or science & technology magazines; vacations that offer advance planning and control some preferred publications include AARP, Bon Appetite,  Exurban Explorers believe in the quality of large brands and may flfeel more comf ftblithortable with compani es th thtat are well -  FtFeatures anddithditilbid ads in the editorial, business/fi nance, h ome, known or recognizable; members are not concerned with and travel sections of major daily papers eco-conscious practices

Creative Messaging

 Financially stable, older and mature couples and some families with children at home  CtiCreative messagithtfting that features images o fthidiitf ethnic diversity will most likely not appeal to this group  Members of Exurban Explorers may be encouraged by messaging that includes images they can relate to – including those of well-off couples participating in unique travel experiences

CONFIDENTIAL - Copyright Environics Analytics 2012 28 How to Reach: Comparing Distribution and Channel by EQ Group

CONFIDENTIAL How to Reach: Traditional and Online Media

Young Families Outdoor Experiencers Exurban Explorers

TV Moderate viewers; Moderate viewers; Heavy viewers; Comedy Central, CMT, ESPN, Discovery, Fox News, History AMC, ESPN, Fox News, Golf Channel, Food Network, HGTV, Speed, Channel, ESPN CNN, HGTV, TCM TBS, Trave l Channe l

Radio Moderate to moderate-heavy Moderate listeners; Moderate-light listeners; listeners; news, talk, business, country, adult contemporary, news, talk, business, sports, sports, country, adult soft rock, alternative nostalgia/oldies, classical contemporary, religious

Newspapers Heavy readers; Heavy readers; Moderate readers; editorial, business/finance, home, general news, sports, travel, classifieds, front page, travel, front page/general also business/finance general news popular

Magazines Moderate readers; general appeal, Moderate-light readers; travel, Heavy readers; general appeal, women’s, house & home, sports, fishing/hunting, sports, cooking, house & home, news and finance, science & technology women’s science & technology

• Moderate-heavy users Internet • Heavy users • Moderate users • BtliftiBrowse travel information, • Browse travel information, • Browse investment and medical online banking and shopping, banking, social networking, info, travel information, online accessing traditional media investment news, games shopping, email • Use internet to find • Use internet to find information • Use internet to find information information on products and on products and services on products and services services • Above-average rate for • Average rate for considering • Below average rate for consideri ng i nt ernet as pri mary itinterne t as pr imary en ter titainmen t considering internet as entertainment source source primary entertainment source

Light Use Heavy Use

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 30 Distribution by Designated Market Area (Top 15)

HHs in DMA Sum of Target Group HHs in DMA % of DMA HHs by Target Group DMA Name Exurban Outdoor Young Count % Comp Count % Comp % Pen Index Explorers Experiencers Fa milie s Total 30 ,452,885 100.00 14,361,706 100.00 47.16 100 43.80 41.17 84.98 New York, NY 7,585,774 24.91 2,734,357 19.04 36.05 76 39.89 46.79 13.33 Boston, MA-NH 2,449 ,469 8048.04 1,467 ,578 10.22 59.91 127 38.61 39.32 22.06 Washington, DC-MD 2,430,232 7.98 1,376,512 9.58 56.64 120 33.59 48.49 17.92 Philadelphia, PA 3,055,151 10.03 1,317,438 9.17 43.12 91 48.27 33.34 18.39 Hartford & New Haven, CT 1,042,982 3.42 619,829 4.32 59.43 126 49.29 33.87 16.84 Raleigh, NC 1,143,861 3.76 573,734 3.99 50.16 106 21.72 48.09 30.19 Baltimore, MD 1,126,050 3.70 521,152 3.63 46.28 98 50.07 38.49 11.44 Harrisburg, PA 765,293 2512.51 497,597 3463.46 65.02 138 36.00 44.44 19.56 Pittsburgh, PA 1,175,443 3.86 490,964 3.42 41.77 89 64.25 26.48 9.26 Albany, NY 556,208 1.83 356,096 2.48 64.02 136 53.34 37.40 9.25 Greensboro, NC 705,752 2.32 334,012 2.33 47.33 100 31.91 52.10 15.99 Wilkes Barre, PA 604,415 1.98 321,555 2.24 53.20 113 50.24 36.62 13.14 Portland-Auburn, ME 417,228 1.37 308,409 2.15 73.92 157 46.05 42.34 11.60 Richmond-Petersburg , VA 567,395 1861.86 302,950 2112.11 53.39 113 46.19 35.78 18.03 Norfolk, VA 720,707 2.37 280,287 1.95 38.89 82 50.07 34.88 15.05

• All three target segments have a suburban and town component –they are commonly found in the suburbs of these major cities • In New England, Boston MA and Hartford & New Haven CT are strong performers • In the Mid‐Atlantic, Washington, Philadelphia and Harrisburg are strongest performers • Each market contains a different mix of target groups: Hartford and New Haven contain a strong mix of Exurban Explorers, while Outdoor Experiencers are more prevalent in New York and Washington

• A list of all Northeast DMAs can be found in the appendix

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 31 Reach Each Segment Across all Relevant Touchpoints

Customized offers TtdTargeted mail Targeted email

Targeted mass media Interaction with existing social networks

Target locations/outdoor Targeted media/POS mobile

Tailored content Tailored scripting

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 32 Appendix

CONFIDENTIAL ‐ Copyright Environics Analytics 2012 33 Distribution by Designated Market Area (All DMAs)

HHs in DMA Sum of Target Gr Group oup HHs in DMA %ofDMAHHsbyTargetGroup% of DMA HHs by Target Gr oup DMA Name Exurban Outdoor Young Count % Comp Count % Comp % Pen Index Explorers Experiencers Familie s Total 30 ,452,885 100.00 14,361,706 100.00 47.16 100 43.80 41.17 84.98 New York, NY 7,585,774 24.91 2,734,357 19.04 36.05 76 39.89 46.79 13.33 Boston, MA-NH 2,449,469 8.04 1,467,578 10.22 59.91 127 38.61 39.32 22.06 Washington, DC-MD 2,430,232 7.98 1,376,512 9.58 56.64 120 33.59 48.49 17.92 Philadelphia, PA 3,055,151 10.03 1,317,438 9.17 43.12 91 48.27 33.34 18.39 Hartford & New Haven, CT 1,042,982 3.42 619,829 4.32 59.43 126 49.29 33.87 16.84 Raleigh, NC 1,143,861 3.76 573,734 3.99 50.16 106 21.72 48.09 30.19 Baltimore, MD 1,126,050 3.70 521,152 3.63 46.28 98 50.07 38.49 11.44 Harrisburg, PA 765,293 2.51 497,597 3.46 65.02 138 36.00 44.44 19.56 Pittsburgh, PA 1,175,443 3.86 490,964 3.42 41.77 89 64.25 26.48 9.26 Albany, NY 556,208 1.83 356,096 2.48 64.02 136 53.34 37.40 9.25 Greensboro, NC 705,752 2.32 334,012 2.33 47.33 100 31.91 52.10 15.99 Wilkes Barre, PA 604,415 1.98 321,555 2.24 53.20 113 50.24 36.62 13.14 Portland-Auburn, ME 417,228 1.37 308,409 2.15 73.92 157 46.05 42.34 11.60 Richmond-Petersburg, VA 567,395 1.86 302,950 2.11 53.39 113 46.19 35.78 18.03 Norfolk, VA 720,707 2.37 280,287 1.95 38.89 82 50.07 34.88 15.05 Burlington, VT-NY 336,923 1.11 261,318 1.82 77.56 164 39.19 52.20 8.61 Buffalo, NY 632,742 2.08 259,393 1.81 41.00 87 59.54 34.87 5.59 Providence, RI-MA 621,360 2.04 249,831 1.74 40.21 85 55.25 30.14 14.62 Roanoke-Lynchburg, VA 473,249 1.55 235,986 1.64 49.87 106 54.36 39.83 5.81 SNYSyracuse, NY 389,437 1281.28 216,411 1511.51 55.57 118 33.12 51.72 15.16 Rochester, NY 389,238 1.28 197,144 1.37 50.65 107 52.34 32.21 15.45 Charleston, WV 514,794 1.69 159,209 1.11 30.93 66 32.72 59.62 7.66 Johnstown-Altoona, PA 298,644 0.98 143,700 1.00 48.12 102 61.56 35.61 2.82 Springfield-Holyoke, MA 268,797 0.88 132,019 0.92 49.11 104 53.42 34.71 11.88 Youngstown, OH 269,740 0.89 122,529 0.85 45.42 96 65.38 33.35 1.27 Tri-Cities, TN-VA 341,734 1.12 119,926 0.84 35.09 74 51.15 46.82 2.03 Salisbury, MD 161,576 0.53 117,742 0.82 72.87 155 66.73 24.60 8.67 Bangor, ME 146,725 0.48 75,629 0.53 51.54 109 41.17 53.93 4.90 Binghamton, NY 136,328 0.45 74,258 0.52 54.47 115 58.16 34.64 7.20 Erie, PA 160,089 0.53 67,052 0.47 41.88 89 55.12 37.88 7.00 Utica, NY 104,442 0.34 58,974 0.41 56.47 120 60.63 33.52 5.85 Harrisonburg, VA 97,676 0.32 58,834 0.41 60.23 128 40.68 45.86 13.46 Charlottesville, VA 79,342 0.26 57,133 0.40 72.01 153 37.94 47.78 14.28 Elmira, NY 96,768 0.32 54,238 0.38 56.05 119 56.39 38.51 5.10 Wheeling, WV-OH 134,741 0440.44 50,663 0350.35 37.60 80 78.35 19.84 1811.81 Watertown, NY 95,078 0.31 49,581 0.35 52.15 111 43.90 52.12 3.98 Clarksburg-Weston, WV 113,793 0.37 33,311 0.23 29.27 62 56.49 40.40 3.10 Bluefield, WV 147,175 0.48 28,383 0.20 19.29 41 66.07 33.93 0.00 Parkersburg, WV 65,551 0.22 27,716 0.19 42.28 90 56.07 34.87 9.06 Presque Isle, ME 30,983 0.10 8,256 0.06 26.65 57 30.08 69.92 0.00 CONFIDENTIAL ‐ Copyright Environics Analytics 2012 34