Indiana Constructors, Inc Hands Free Campaign 2020 MEDIA PLAN July 22, 2020 V2 ______

MEDIA OBJECTIVE Drive awareness of the Hands-Free Law in conjunction with driver-safety near construction work zones. Skew target audience to reach younger drivers, male drivers under 45, and truckers.

Strategy Generate immediate awareness with the campaign launch with heavy impressions in a variety of mass medium placements. Complement the heavy impression placement with highly-targeted online tactics to drive recall to target audiences and instill the messaging at a level for recall. To support this, the plan will reach over 75% of the target audience an average of 75x, roughly 6x per week.

GEOGRAPHY The entire state of Indiana

TIMING 8/3/20-11/1/20 (13 weeks)

MEDIA MIX

Traditional Media Placements Outdoor Billboards Radio Stations with Sponsorships

Online Media Placements Streaming Audio Facebook Instagram Snapchat

Outdoor High-impact Outdoor opportunities will create the constant visual presence to the target audience while out on the road. A combination of Bulletins (large boards), Posters (smaller boards) and Digital out-of-home billboards will be placed throughout the state in areas most aligning to the target audiences. Work zone areas can also be taken into consideration if there are specific projects during the August-September timeframe. Placements will include a mix of highways and high-traffic surface streets on outdoor boards that have great visibility.

Outdoor will run for 8 weeks throughout the state and includes 41 placements up throughout the campaign in the following areas:

Indianapolis ● Flighting: 16 boards up throughout the flight (some locations switch throughout) ● Location: I-465. I-69, I-65, I-70, I-74, Keystone Ave, ● Flighting: 2 boards duration of flight ● Location: Skyway, I-80/I-94 Ft. Wayne ● Flighting: 6 boards duration of flight (some locations switch throughout) ● Location: I-69, SR 930, Lima Rd, Jefferson Blvd South Bend ● Flighting: 5 boards duration of flight (some locations switch throughout) ● Location: I-80/I90, US 20/31, Ironwood Lafayette ● Flighting: 3 boards duration of flight ● Location: SR 38, SR 26, US 52 Evansville ● Flighting: 4 boards duration of flight ● Location: I-69, Lloyd Expressway, Diamond Ave, US 41 Terre Haute ● Flighting: 3 boards duration of flight ● Location: I-70, US 41

Local Broadcast Radio with Sponsorships Local market placements will include top-listened content. Radio schedules will include high rated listening formats and time-periods. Radio pairs well with Outdoor to engage imagery transfer. (With the mediums running in tandem, some audience members will visualize the Outdoor images when hearing the Radio placements and conversely, they can “hear” the audio placements when seeing the Outdoor images.)

Radio buys will include radio spots, and promotional reads negotiated to align with news, traffic and weather reports during program content delivered by local trusted news sources. Radio will run for 8 weeks throughout the state in the following areas:

Indianapolis ● Flighting: 1704 spots/920 promotional mentions ● Stations: WLHK (Country), WXNT (Sports), WNDX (Pop), WZPL (Pop), WFMS (Country), WFBQ (), WOLT (), WHHH (Rhythmic CHR), WNOW (Pop) Northwest Indiana ● Flighting: 369 spots/153 promotional mentions ● Stations: WEFM (AC), WIMS (Classic Hits/News), WCOE (Country) Ft. Wayne ● Flighting: 240 spots/176 promotional mentions ● Stations: WBYR (Active Rock), WMEE (Hot A/C), WQHK (Country) South Bend ● Flighting: 464 spots/184 promotional mentions ● Stations: WQLQ (Pop), WRBR (Rock), WNDV (Hot A/C), WYXX (Classic Rock) Lafayette ● Flighting: 344 spots/272 promotional mentions ● Stations: WKHY (Rock), WBPE (Adult Hits), WAZY (Hot A/C), WKOA (Country) Evansville ● Flighting: 280 spots/368 promotional mentions ● Stations: WABX (Classic Rock), WSTO (Pop), WIKY (A/C), WKDQ (Country) Terre Haute ● Flighting: 208 spots/328 promotional mentions ● Stations: WMGI (Pop), WBOW (Classic Rock), WTHI (Country)

Audio Streaming With over 30% of streaming audio listened to in the car, this audio placement complements the radio buy. Pandora has the largest share of car placements across audio streaming publishers. ● Placements will include a mix of Pandora, Soundcloud, and podcast inventory; podcast inventory continues to grow and now makes up 9% of streaming audio listening ● Spots will be :30 non-skippable spots featuring a bonus companion display banner directing to the website when served on devices like phones and tablet ● Impressions will span across the state and be targeted to the driving audiences, with special consideration to Men 18-44, young drivers, both male and female 16-29, as well as additional Indiana commuter behavioral segments layered on to reach the audience spending the most time in the car

Facebook & Instagram There are currently over 4 Million reachable Facebook users between the ages of 16-64 in Indiana. Facebook allows us to be highly targetable while still retaining reach across the state. ● Truck drivers will be targeted by utilizing occupation segments around trucking ● Young drivers will be targeted by age as well as layering on behavioral segments around interests in obtaining a driver’s license ● Males under 45 will be targeted by age ● Additional behavioral layering will target the most relevant audience to be in the car, with segments like commuting, distracted driving awareness, and frequent travelers ● All ads will run in “Newsfeeds”, “Stories” and in the messaging platforms

Snapchat Snapchat offers a great avenue for general awareness at an efficient cost to the 16-24 audience. While the young driver audience would also be reached on Facebook, Snapchat has the largest reach across the target young driver demographic and will allow ads to serve as another touchpoint. ● The ads will be :6 non-skippable video or animated static ads and would play as a break between other video content. The non-skippable format will be a great awareness driver among this audience as they have to view your message ● After the :6 has run, a user can choose to "swipe up” to lead to the website for more information. If not "swiped up" then it only counts as an impression and is not charged (bonus awareness)

TikTok

TikTok’s growing popularity is a great place to reach the young driver audience. Providing opportunities to reach young adults 18-24 and males 18-34 in Indiana, this platform extends the frequency of the Snapchat efforts.

2020 MEDIA PLAN SUMMARY Reach a minimum of 75% of the target audience in Indiana 75x for immediate awareness and generating recall

Total Media Budget $310,000 Total Estimated Impressions 64,000,000+ Approximate breakout: ■ Outdoor: 45+ million ■ Radio/Audio Streaming: 12+ million ■ Social Media: 19+ million

Total Estimated Clicks 35,000+