AAA CREATIVE BRIEF Project Name: AAA Safe-Link Date: March 29, 2011 Department: Roadside Assistance Project Initiator: Paul Ferrante

Business Objective Offer new and innovative product and service to existing / future AAA members. Increase market share of existing products and services offered through the use of this new technology offering. Enhance customer relationship and experience with AAA products and services. Establish new business partnerships and enhance existing partner relationships.

Desired Call to Action Develop partnership with Microsoft Corporation to market “Sync” type technology to our existing / future AAA members.

ROI / Tracking of Effectiveness Development of ROI / Tracking effectiveness to be based upon completion of feasibility / market analysis.

Primary Target Audience New and Existing AAA members. Members who own or lease vehicles Company fleet vehicles. Married couples with average or higher income, age range 25 – 60 Young Professionals.

Marketing Easy to install Safe-Link module. (Pricing to be determined) Monthly subscription fee (Pricing to be determined) Value added (Comes with AAA premier membership) Bundled AAA Products & Services available ( Auto Insurance, Travel Services, Financial Services)

Unique Selling Proposition of this Product / Service Safety Make and receive phone calls, have text messages read aloud, and more. Security Connect to a 911 operator through your paired mobile phone after an accident in which an airbag deploys with 911 Assist. Entertainment Control your MP3 player with the sound of your voice. Browse your music collection by genre, album, artist, song or playlist. Direct link to AAA Travel Services, personalized news, sports, weather, horoscopes, stocks, movies, and more. Navigation Receive turn-by-turn directions, business search listings, traffic alerts, and send to AAA Safe-Link from Google® Maps and MapQuest®.

Primary Feature in this Offer About AAA Safe-Link Technology Mobile Make calls, browse your phonebook, see your call log, have your text messages read aloud and more. Entertainment Control your MP3 player with the sound of your voice. Browse your music collection by genre, album, artist, song or playlist. Traffic & Directions Receive turn-by-turn directions, business search listings, traffic alerts, personalized news, sports, weather, horoscopes, stocks, movies and Send to SYNC from Google® Maps and MapQuest®. Driver Assistance Connect to a 911 operator through your paired mobile phone after an accident in which an airbag deploys with 911 Assist.

Primary Benefit Development of new revenue source by instituting AAA Safe-Link technology Establishing AAA as an organization on the cutting edge of product technology and customer service. Marketing new technology offering so as to enhance existing Product / Service portfolio. (Safe-Link Roadside Assistance, Safe-Link Travel, Safe-Link Financial, Safe-Link Insurance Services). Develop new business partnerships to enhance product portfolio and increase ROI of all offered services.

Attributes or Core Values Conveyed Trusted Partner in Life’s Journey Reliable, Dependable Organization for over 100 years Industry Leader Customer is always our Number One Priority

Competition General Motors – On*Star System (Only available through General Motors on certain GM Models) Ford Motor Company – Microsoft Sync Technology (Only available through Ford Motor Company on certain Ford Models)

Timetable and Deadline for this Project Preliminary Concepts June 1, 2011 Feasibility Study / Partnership Alignments September 1, 2011 Marketing StudySeptember 1, 2011 Initial Project Review October 1, 2011 Finalization ReviewNovember 1, 2011 Final Sign-off for LegalDecember 1, 2011 Marketing AnnouncementJanuary 1, 2012 Product LaunchFebruary 1, 2012

Project Budget Budget Guidelines to be determined by Feasibility Study