41) Best Individual Sponsor Follow-Up Report Table of Contents

1. Overview of Information: A) Introduction and Description of Main Event B) Name of Sponsor C) Introduction and Effectiveness of Sponsor Follow-Up Report

2. Supporting Materials: Follow-Up Report A. Introduction of Main Event miniMarathon/Marathon A. miniMarathon/Marathon EVENT OVERVIEW

• The 2018 miniMarathon/Marathon continues to be the largest annual road race in Kentucky. • The miniMarathon is ranked in the Top 15 of the largest half marathons in the country. • The miniMarathon/Marathon delivered over 30,000 spectators on the ground at the event venue to watch the exciting road races. • Total Registered – 11,842 • mini Entries – 9,461 • Marathon Entries – 1,835 • Team Relay –83 Teams (413 Participants) • Training Program Participants – 1,615 • Expo Attendees – 15,300 • 56% Female versus 44% Male • Largest Age Demographic – (30-39) with 29% A. miniMarathon/Marathon EVENT OVERVIEW

• 2018 marked the 45th year for the mini and 17th year for the Marathon • The race course take runners through Churchill Downs with this year’s medal featuring the Twin Spires for the first time – Ranked #1 by BibRave • 2018 had over 50% first time runners • New tiered pricing brought in over 1,600 runners in the first 24 hours • The race route changed slightly in 2018, however, the changes affected less than one mile of the course. • New 2018 we did a runner VIP experience that included breakfast from Zeggz and Jim Beam created cocktails, early entry into Expo, free parking, and private area that included complimentary massages. B. Name of Sponsor C. Introduction and Effectiveness of Sponsor Follow-Up Report C. Introduction and Effectiveness of Sponsor Follow-Up Report

The 2018 Kentucky Derby Festival follow-up book is The follow up report also allows dialog between the a detailed presentation provided to a sponsor to Kentucky Derby Festival and our clients, in this ensure that the Kentucky Derby Festival instance Humana, to discuss all aspects of the accomplished the sponsors goals. It highlights the sponsorship (highs and lows). An open conversation sponsorship by providing tangible examples of how with details of the past sponsorship allows us to have goals were met, utilizing marketing materials, media better communication to better customize the coverage and digital exposure as well as hard proposal in an effort to secure annual and multi year copies of promotional materials. It also includes commitments and continue to create lasting photos of events, details of the activation plan as partnerships that enhance the patrons experience well as display space and benefits package they while getting the sponsors message out to our may have received. audiences.

The Kentucky Derby Festival has an annual Humana is a health insurance provider sponsorship retention rate of 84% which is often headquartered in Louisville, KY. This follow-up credited to the extensive follow up process put process was extremely important as their together for clients demographic focus has changed to Baby Boomers. Through our brainstorming together we were able to The 2018 Kentucky Derby Festival’s Humana follow develop new areas within the up report was prepared in a PowerPoint format. miniMarathon/Marathon where we can market to this The report was presented both on a screen and segment, something Kentucky Derby Festival was provide a printed copy in a binder with marketing planning to do, and allow Humana a larger footprint materials. In addition the report was emailed to the for a larger investment. client following the meeting. miniMarathon/Marathon EVENT OVERVIEW

• The 2018 miniMarathon/Marathon co- presented by Humana continues to be the largest annual road race in Kentucky. • The miniMarathon is ranked in the Top 15 of the largest half marathons in the country. • The miniMarathon/Marathon co-presented by Humana delivered over 30,000 spectators on the ground at the event venue to watch the exciting road races. • Total Registered – 11,842 • mini Entries – 9,461 • Marathon Entries – 1,835 • Team Relay –83 Teams (413 Participants) • Training Program Participants – 1,615 • Expo Attendees – 15,300 • 56% Female versus 44% Male • Largest Age Demographic – (30-39) with 29% miniMarathon/Marathon EVENT OVERVIEW

Humana sponsored the PR gong that had a consistent line of runners ready to hit the gong with the Louisville Slugger mallet YMCA Healthy Kids Day EVENT OVERVIEW YMCA Healthy Kids Day EVENT OVERVIEW

• YMCA Healthy Kids Day co-presented by Humana promoting healthy lifestyles and families was promoted through JCPS after school programs as well as in all local YMCA locations. The event took place Sunday, April 30th from 1 - 4 PM. The event was held near Kroger’s Fest-a-Ville on the Waterfront. • The event, which was originally the miniFun Run, brought in more participants than ever before with 2,000 children and families participating in the 2018 festivities. • Humana received signage and a 10’ X 10’ promotional space opportunity at the start and finish of the obstacle course. • Humana received exposure on one 4’X12’ custom made banner which were displayed prominently at Healthy Kids Day as a sponsor. • Humana received mention in one press release promoting the YMCA Healthy Kids Day co- presented by Humana. EVENT IMAGES SPONSORSHIP SUMMARY SPONSORSHIP SUMMARY

Humana received additional exposure on thousands of miniMarathon/Marathon items given out as part of the 2018 Race Traveling Team. For the 2018 Race, KDF staff and volunteers traveled to the following races to help promote the miniMarathon/Marathon co-presented by Humana:

Race Travel and promotions: (booth, race bag inserts, VRB offers:) AirForce Marathon, 9/15-9/17/17 (15,000 Runners) – 1000 booth St. Louis Rock & Roll- 9/25/17- ( 9,000 runners) - race ruler bag insert Chicago Marathon, 10/5– 10/9/17 (65,000 Runners) – 1,000 for booth Savannah GA Rock & Roll- 10/6/17 (17,000 Runners) – race ruler bag insert Columbus Marathon, 10/13-10/16/17 (18,000 Runners) – insert in bags and 500 at booth Indianapolis Monumental – 11/2-11/4/17 (20,000 Runners) – VRB & 1,000 Postcards Elizabethtown ½ Classic Marathon – 10/28/17 – (200 runners) postcards ONLY Urban Bourbon, Louisville Sports Commission, 10/20/17 (3,200 Runners) – VRB St Jude Memphis- 11/30-12/2 (15,000 runners) – booth & VRB SPONSORSHIP SUMMARY

Virtual Race Bags: Totals, 8 races, Total impressions: 82,609 Pure Tap 5K – Louisville, KY, promo 9/10 - 1,200 impressions Cincinnati Queen Bee Half Marathon, promo 10/7/17 5,409 impressions Pumpkin 10K – Louisville, KY, promo 10/21/17 – 1,400 impressions Baltimore Marathon, promo 10/11/16 – 11/11/16, 20,000 impressions Urban Bourbon Half, Louisville Sports Commission, promo 10/21/17 3,200 impressions Detroit Free Press Marathon, promo 10/13/17 – 26,000 impressions Memphis St. Jude, promo 12/2/17- 25,400 impressions SPONSORSHIP SUMMARY

Humana received the following benefits package: • Beerfest-VIP: 10 Tickets • BourbonVille: 2 Tickets • Fashion Show- Reserved: 10 Tickets • Winefest (Tues.): 12 Tickets • Winefest (Weds.): 12 Tickets • Thunder VIP: 30 Tickets • miniMarathon: 20 Entries • Marathon: 5 Entries • Promo code for 100 Humana employees (77 used)

• exposure at the Norton Sports Health Training Program on Thursday, January 12, 2018 to nearly 1,685 participants. The training program begins in January and runs through race day and is a great way for runners to prepare for the races with nutritional advice, training tips, injury prevention, and more. Humana receives additional exposure through the training program advertising campaign. • a 10’x 30’ display and sampling space in a prominent location at the Packet Pick-up and Expo on Thursday, April 27, 2018 and Friday, April 28, 2018 at the Kentucky International Convention Center • Logo inclusion on all runners bibs SPONSORSHIP SUMMARY

Humana received exposure on the following race related items: • 59,300 Recruitment brochures • 15,000 Race Bibs • 32,000 “We are coming your way” Direct Mail pieces • 875 Credentials • Online Participant Certificates • Race flyers for Ambassadors created • 250 Expo Recruitment Postcards • Marathon Wheel • Marathon table clothes • 500 meal vouchers for volunteers • Race Maps, flyers, signage • Expo Backdrop and support signage • 15,000 Medals • 15,000 participant shirts, 1,000 Volunteer shirts & Committee Gear • Mile Markers, Route Signage, Start & Finish • Vehicle Access Passes • 15,000 Bibs • 15,000 Goodie Bags MARKETING/ PUBLIC RELATIONS PRINT EXPOSURE

• The Courier-Journal, ¼ page ads on 2/22/18, 3/4/18, 3/16/18 registration • The Courier-Journal, ¼ page ad on 4/22/18 Expo • The Courier-Journal, ¼ page ad on 5/13/18 thanking scream teams and waterstops • Extol Sports Magazine, ½ page and March/April Issues • Indy Monumental Race Guide, ½ page ad • TOPS Lexington, March issue, 1/3 page PRINT EXPOSURE

These Healthy Kids Day Activity Cards were given out at all JCPS CPE (after school programs) as well as at all 11 YMCA branches in this market DIGITAL EXPOSURE

The miniMarathon/Marathon received exposure in online advertisements on the following social media platforms: •Facebook – 24 Hour Kickoff- 68,660 Impressions •Facebook – Winter-Spring-Training Program-60,629 Impressions •Facebook – Winter Spring-Previous Runners-43,152 Impressions •Facebook – Winter-Spring-Look-a-like- 1,769,727 Impressions •Facebook –Retargeting-2 Hour/Kick-off Web/Facebook-79,459 Impressions •SnapChat – GeoFilter – Starting Line, 4/28/18 –633 Swipes •SnapChat – GeoFilter – Finish Line, 4/28/18- 492 Swipes •Spotify-Training Program- 19,459 Impressions •Spotify- Transitional Runners- 72,427 Impressions •GeoFencing-Anthem 5K- 3,812 Impressions •GeoFencing- Rodes City Run- 3,157 Impressions •GeoFencing- Run the Bluegrass- 2,900 Impressions •GeoFencing- Papa Johns 10 Miler- 2,992 Impressions DIGITAL EXPOSURE

Overall KDF Social Media & APP Numbers • The Festival maintains 6 online social media presences, including Facebook, Twitter and Instagram. • Social channels have proven high engagement and a great way to disseminate information about our sponsors. Impressions on the Festival’s social networks topped 8 million in April alone. • The Festival reached over 134,000 followers on social media in 2018, a 10% increase in our social media audience. • Festival Facebook pages: – Kentucky Derby Festival Official Page: 44,262 Likes – Kentucky Derby Festival Marathon & miniMarathon Official Page: 16,828 Likes – Thunder Over Louisville Official Page: 37,320 Likes • Festival Twitter accounts: – Kentucky Derby Festival @KyDerbyFestival: 20,196 Followers – Derby Festival miniMarathon/Marathon @KDFMarathon; 3,550 Followers • Instagram: @KyDerbyFestival; 11,996 Followers • KDF SmartPhone Application – 9,876 Users /133,461 Sessions • Total Number of Social Media Followers: 134,152 DIGITAL EXPOSURE

In 2018 the Kentucky Derby Festival moved the Courier-Journal print supplement to an on-line portal which lived on courier-journal.com called Derby Festival. Within the portal we did several miniMarathon/Marathon related stories: • Featured content story – 2/15/18-2/21/18 – “The KDF miniMarathon/Marathon & Louisville’s Landmarks, infographic, 2,644 Page Views, Social Reach: 79,665, Social Engagement: 1,617 • Display Advertising Courierjournal.com – 2/15-4/25/18; ad network blended targeted display and cj.com blended ROS Display, 5,088 visitors to site, 3,611,535 impressions http://mocux.courier-journal.com/story/sponsor-story/kentucky-derby- festival/2018/02/14/kentucky-derby-festivals-minimarathonmarathon-running-tour- citys-best-sights/110410362/ DIGITAL EXPOSURE

• Travel Runners Target Audience – 1/31-3/31/18, ad network blended target display, targeting running enthusiasts, Ages 25-40, geo-targeted zip codes (131 total), 513 visitors to site, 228,197 impressions • Core Runners Target Audience – 1/31 – 3/31/18, ad networks blended target display, targeting running enthusiasts, Ages 25-49 Kentucky, Indiana, 547 visitors to site, 372,494 impressions • Transitional Runners and Walkers Target Audience – 1/31-3/31/18, ad network blended target display and cj.com blended ROS display, targeting diet/exercise audience, Ages 21-65, Kentucky, Indiana, 2,000 Visitors to site, 1,155,273 impressions, Campaign 1/31-4/14/18 DIGITAL EXPOSURE

Humana received exposure in the Race Email Marketing Campaign INCLUDED 19 EBLAST AND ENEWS sent out exclusively to the Marathon/miniMarathon database, below is are the dates, Call to Action, Subscribers sent: (ALL SPONSORS LOGOS INCLUDED) Date/Time Sent Campaign Name Total Sent Tue, May 15, 2018 7:25 PM mini/Marathon SURVEY 10953 Mon, Apr 23, 2018 1:24 PM Marathon Times - Race Week 72240 Fri, Apr 13, 2018 7:26 PM Marathon Times- April 2018 72322 Fri, Mar 30, 2018 7:44 PM Marathon Times- March 2018 72445 Wed, Mar 14, 2018 1:37 PM mini/Marathon Price Increase Eblast 72563 Tue, Feb 27, 2018 7:34 AM mini/Marathon Medal Reveal Eblast 72678 Fri, Feb 23, 2018 9:35 AM Marathon Times - February 2018 72805 Mon, Jan 29, 2018 1:45 PM mini/Marathon Price Increase Eblast 72978 Fri, Jan 26, 2018 9:50 AM January Marathon Times 73114 2018 mini/Mara Training Program Meeting Mon, Jan 8, 2018 10:05 AM Eblast 73291

Fri, Dec 8, 2017 2:35 PM 2018 Training Program Registration Eblast 73422 Mon, Nov 27, 2017 9:15 AM Cyber Monday Eblast 73594 Tue, Nov 14, 2017 11:10 AM Marathon - VIP Ticket Package 73729 Fri, Oct 27, 2017 10:06 AM Marathon - Prices Increase Nov 1 73859 Wed, Oct 25, 2017 3:45 PM October 2017 E-News 73975 Thu, Sep 28, 2017 3:05 PM September 2017 E-News 74240 Tue, Sep 12, 2017 9:07 AM Marathon Registration Now Open 74392 Tue, Aug 29, 2017 11:05 AM Marathon Registration Opens 74543 Mon, Jul 31, 2017 3:22 PM July 2017 E-News 55719 DIGITAL EXPOSURE

Humana received exposure in the KDF DATABASE RACE INFO: In addition to the Race database, 8 eblasts/enews were sent out to the overall Kentucky Derby Festival General Subscriber list. This is a separate group completely from the race database.

Date/Time Sent Campaign Name/Call to Action Total Subscribers Sent

Wed, Mar 14, 2018 3:34 PM mini/Marathon Price Increase Eblast 98406 Tue, Feb 27, 2018 10:36 AM 2018 mini/Marathon Medal Reveal Eblast 98642 Mon, Jan 29, 2018 3:36 PM 2018 mini/Marathon Price Increase Eblast 99089

2018 mini/Mara Training Program Meeting Wed, Jan 10, 2018 9:15 AM Eblast 99389 Fri, Dec 8, 2017 2:05 PM Marathon Training Program 99613

Mon, Oct 30, 2017 10:09 AM Marathon - Prices Increase Nov 1 99891 Tue, Sep 12, 2017 9:09 AM Marathon Registration Now Open 100557 Tue, Aug 29, 2017 11:09 AM Marathon Registration Opens 100941 DIGITAL EXPOSURE DIGITAL EXPOSURE

Race Website: www.DerbyFestivalMarathon.com • The miniMarathon and Marathon has its own website: DerbyFestivalMarathon.com. The user friendly site features complete details on the race from registration and race results to special sections on the Race Ambassador and Charity Programs, as well as the Race Expo, and much more. This separate site garnered more than 740,000 page views and over 180,000 site visitors from 137 countries from June 2017 through May of 2018. • Impressions: 744,060 page views/184,740 unique visitors DIGITAL EXPOSURE

Overall KDF site: www.kdf.org • The Kentucky Derby Festival website – KDF.org - is one of the primary sources connecting fans to Festival all year with real-time event updates. The site neared 1,000,000 page views with over 270,000 unique visitors from June 2017 through May of 2018. KDF.org provides the entire Festival schedule with details on all the events, including sponsor mentions and a complete sponsor listing. • Impressions: 934,049 page views/278,358 unique visitors TV EXPOSURE

• The miniMarathon/Marathon received • The miniMarathon/Marathon received exposure on 239 thirty second TV exposure on 98 thirty second TV spots spots across Spectrum, Louisville, across Spectrum, Louisville, from 2/12/18-3/4/18 from 3/26/18-4/19/18 (20) on AMC (19) on OZY (20) on Bravo (14) on CMDY (20) on Comedy (15) on TLC (20) on Food (10) on FRFM (20) on History (5) on ESPN 2 (20) on LIF (5) on Nick (20) on TBSC (5) on CNN (20) on FRLOSWMN (5) on FX (5) on AMC (5) on HGTV (5) on TBSC (5) on ESPN RADIO EXPOSURE

• New in 2018 we did a partnership with iHeart Radio resulting in an additional 26,176 total spots both statewide and local as well as 202,196 digital impressions

• Total= 270; 30 second spots • Total= 90 :30 second • Partnership: from 2/19/18-3/11/18 in the spots from 2/19/18- • 99.7DJX- 2/15/18-3/31/18 Louisville DMA 3/11/18 in the (30): 30-second spots, 30 • WLGX- 30 Lexington-Fayette live liners (registration • WNRW-33 Areas push) • WBUL-18 • 99.7DJX- 4/23-4/25/18 (10 • WQMF- 30 live liners), video/posts, • WLKT-18 • WTFX- 36 social media push • WQNU-30 • WBTF- 20 • 102.3 JACK FM- (20):30- • WRKA- 30 • WGKS-16 second spots, social posts • WSFR- 27 • WXZZ-18 about Training for Race, Jan-April • WDJX-27 • WGZB- 27 OUTDOOR

• 2/12-3/11/18, Digital Board at Slugger Field, 1,429,752 Impressions NEWS MEDIA COVERAGE

• The miniMarathon/Marathon received 1,810 news mentions with an estimated total media value of $6,884,475

PRINT EXPOSURE NEWS MEDIA COVERAGE

• Healthy Kids Day received 43 news mentions with an estimated total media value of $53,262 NEWS MEDIA COVERAGE

• Humana received 154 mentions with an estimated publicity value of $1,032.675 NEWS MEDIA COVERAGE

YMCA Healthy Kids Day co-presented by Humana received exposure on the YMCA website as well as Louisville Magazine PRESS RELEASES

Sponsorship Summary HUMANA included in all press releases • August 29, 2017– Registration for the 2018 Kentucky Derby Festival miniMarathon and Marathon opens online on Tuesday, September 12, at 9:00 a.m. EST • November 14, 2017 – The Kentucky Derby Festival is offering runners the ultimate race day with a new VIP Experience co-presented by ZEGGZ. • February 26, 2018 – Runners will receive a historic finisher’s medal to take home with them • February 26, 2018 – Programming begins at 5:45 with unveiling at 6 p.m. • March 13, 2018 – This is the last week you can save on registration for this year’s Kentucky Derby Festival miniMarathon/Marathon co-presented by Humana • April 25, 2018- Runners can pick up race packets beginning tomorrow at the Race Expo and Packet Pick-up co-presented by Florastor • April 26, 2018 –With great forecast for this Saturday’s Kentucky Derby Festival minimarathon/Marathon co-presented by Humana • April 28, 2018 –Families are invited to the North Great Lawn inside Kroger’s Fest-a-Ville • April 28, 2018 – Kicked off this morning with brisk and beautiful running conditions. 12,000 runners registered for this years race • April 29, 2018 – Derby Festival YMCA Healthy Kids Day on Sunday KDF ASSETS

SPONSOR THANK YOU LISTINGS

• Official Program, The Fillies Program, March-April 2018 (Distribution: 25,000) • Official Pocket Guide, March-April 2018 (Distribution: 10,000) • Business First, May 11, 2018 (Circulation: 10,000) • Today’s Woman, May 2018 (Distribution: 40,000+) • TOPS Louisville, May 2018 (Distribution: 25,000) KDF ASSETS

SCHEDULE OF EVENTS LISTINGS

• Official Guide, The Courier-Journal Spadea, April 15, 2018 (Reach: 381,836) • Official Program, The Fillies Program, March-April 2018 (Distribution: 25,000) • Official Pocket Guide, March-April 2018 (Distribution: 10,000) • Official Schedule of Events, Kentucky Monthly, April 2018 (Circulation: 45,000) • Louisville Magazine, April 2018 (Circulation: 30,000) PROMOTIONS PROMOTIONS

• Humana received logo exposure on 2 banners on the PR (Personal Record) Gong • Humana received exposure on the gateway arch that was located after runners exited Churchill Downs and was an additional nutrition stop for runners along the course (created for Humana)