1. Cafeteria Plan Media July 24, 2012

2. 2 Objectives Develop universal media components that enable KCTCS colleges to choose and customize a flexible system-funded option that best suits their local market and target audience Drive Awareness Increase EnrollmentSupport the Brand

3. 3 Program Component Overview Relevant messaging access to hard-to - penetrate local high school athletic events High concentration of A18-49 target Bigger than life canvas for advertising Efficient, effective use of location proximity for driving awareness and activation Options discussed and selected at the last retreat PURL Program Cinema High School Signage KCTCS Campus Signage Home Team Marketing Home Team Marketing High-impact direct response and web engagement tactic High-impact, clutter-free teen advertising within local Kentucky high schools

4. 4 The Process is Simple Creative Alliance develops flexible items options and provides details to individual colleges KCTCS Colleges evaluate items and select an option that will be included in the system- funded annual plan Creative Alliance will implement the program on behalf of the colleges taking advantage of negotiated volume 1. Develop Options 2. Choose Options 3. Implement Options Cafeteria Plan program offers KCTCS colleges the benefit of flexible, impactful local marketing tactics in the most cost-efficient manner Colleges have been researched for market and trade area coverage. Option items are based on system participation and actual contract availability at time of order.

5. 5 Home Team Marketing Highlights This program reaches supporters, influencers, fans and participants at hard-to-access local KY high school sports venues Participating KCTCS colleges will receive: – 8 ’ x 4 ’ signs – Public address system announcements during events – Schedule magnet – Print ad in the local school game programs – On-site event sponsorship with check presentation

6. 6 PURL Direct Mail Highlights PURLS make reach, conversion and activation easy by connecting the recipient mailbox to the inbox and to the web through a personalized web page Participating colleges will receive customized: – Direct mail – Landing page – Email follow up – Dashboard tracking – Mailing of viewbook and promotional item to respondents

7. 7 Cinema Package Highlights Customized cinema advertising spots are interspersed in pre-show programming featuring locally relevant information, new releases, music, sports, gaming and technology Participating colleges will receive: – :30 spot with localized tag to run in selected theaters over the course of the 2012-2013 year Not currently available in all markets but may be available in future if/when vendors expand coverage.

8. 8 Gym Boards are available in over 100 Kentucky high schools and middle schools Annual packages include: – Three 17” x 21” panels – GymShorts, a monthly wall-poster magazine High School Signage Highlights Not currently available in all markets but may be available in future if/when vendors expand coverage.

9. 9 KCTCS Campus Signage Highlights Every KCTCS college is located along a heavily trafficked road – Most have at least one wall facing a major intersection or interstate – Local billboard DECs can be used to calculate the total impressions generated from campus signage Annual item will include: – One large professionally produced vinyl banner – Initial posting fees – One copy change and re-posting fees

10. 10 Next Steps Colleges select Cafeteria Plan items of interest Colleges evaluate and choose an option that will be funded in the annual system plan Creative Alliance will summarize participation, negotiate final costs and availabilities and develop creative support materials

11. Appendix

12. 12 Cinema Availability Circuit NameDMA NameTheatreCityZip TOTAL # Of Screens* RaveCincinnatiFlorence 14Florence4104214 Great EscapeCincinnatiWilder 14Newport4107614 RaveLouisvilleStonybrook 20 IMAXLouisville4022021 AmStarLexingtonAmStar 14 - Brannon CrossingNicholasville4035614 CinemarkLexingtonFayette MallLexington4050316 RegalLexingtonHamburg Pavilions 16Lexington4050916 CinemarkLexingtonLexington Green MoviesLexington405038 CinemarkLexingtonWoodhill Movies 10Lexington4050910 CinemarkCharleston-HuntingtonTown CinemaAshland4110110 Great EscapeBowling GreenBowling Green 12Bowling Green4210112 Great EscapeBowling GreenGreenwood 10Bowling Green4210410 CarmikeNashvilleHOPKINSVILLE MARTIN 5Hopkinsville42240-5 Dollar SaverCincinnatiDOLLAR SAVER TURFWAY 10Florence41042-10 CarmikeCincinnatiMAYSVILLE CINEMA 4Maysville41056-4 Movie PalaceLouisvilleMOVIE PALACEElizabethtown42701-TBD Village 8LouisvilleVILLAGE 8Louisville40204-8 Village 8LouisvilleBAXTER AVENUE FILMWORKSLouisville40204-TBD ShowplaceLexingtonSHOWPLACE CINEMA 9Somerset425019 FugateLexingtonFUGATE'S CINEMASHazard41701-TBD IndependentLexingtonWAY-BAK-WYN DRIVE INHazard41701-TBD RegalLexingtonLEXINGTON 8Lexington40509-8 IndependentCharleston-HuntingtonRIVERFILL 10 CINEMASPikeville41501-10 GoodrichEvansvilleCAPITOL 8 THEATRESMadisonville42431-8 ShowplaceEvansvilleSHOWPLACE CINEMAS HENDERSONHenderson42420-TBD MalcoEvansvilleMALCO CINEMA XVIOwensboro42303-TBD

13. 13 High School Signage Availability LocationDMA NameEnrollmentLoc. CityZip Greenwood High SchoolBowling Green1,470Bowling Green42104 Edmonson County High SchoolBowling Green650Brownsville42210 CUMBERLAND CO HIGH SCHOOLBowling Green350BURKESVILLE42717 ADAIR CO HIGH SCHOOLBowling Green740COLUMBIA42728 Barren County High SchoolBowling Green1,307Glasgow42141 CAVERNA HIGH SCHOOLBowling Green225HORSE CAVE42749 BOYD CO HIGH SCHOOLCharleston-Huntington976ASHLAND41102 ALLEN CENTRAL HIGH SCHOOLCharleston-Huntington433EASTERN41622 East Carter County High SchoolCharleston-Huntington764GRAYSON41143 Sheldon Clark HSCharleston-Huntington673Inez41224 West Carter County High SchoolCharleston-Huntington670OLIVE HILL41164 Johnson Central High SchoolCharleston-Huntington1,019Paintsville41240 Paintsville Junior-Senior High SchoolCharleston-Huntington360PAINTSVILLE41240 PHELPS HIGH SCHOOLCharleston-Huntington422PHELPS41553 Shelby Valley High SchoolCharleston-Huntington577Pikeville41501 Magoffin County High SchoolCharleston-Huntington729Salyersville41465 Betsy Layne High SchoolCharleston-Huntington460Stanville41659

14. 14 High School Signage Availability LocationDMA NameEnrollmentLoc. CityZip BISHOP BROSSART HSCincinnati413ALEXANDRIA41001 Campbell County High SchoolCincinnati1,500Alexandria41001 AUGUSTA High SchoolCincinnati274AUGUSTA41002 NOTRE DAME ACADEMYCincinnati584COVINGTON41011 Grant County High SchoolCincinnati1,093DRY RIDGE41035 PENDLETON CO HIGH SCHOOLCincinnati900FALMOUTH41040 BOONE CO HIGH SCHOOLCincinnati1,570FLORENCE41042 Highlands High SchoolCincinnati810Fort Thomas41075 NEWPORT HIGH SCHOOLCincinnati525NEWPORT41071 Owen County High SchoolCincinnati575Owenton40359 McLean County High SchoolEvansville479Calhoun42327 Dawson Springs High SchoolEvansville194 DAWSON SPRINGS42408 Webster County High SchoolEvansville615Dixon42409 MUHLENBERG NORTH HSEvansville846GREENVILLE42345 MUHLENBERG SOUTH HSEvansville674GREENVILLE42345 South Muhlenberg High SchoolEvansville674Greenville42345 Ohio County High SchoolEvansville1,198Hartford42347

15. 15 High School Signage Availability LocationDMA NameEnrollmentLoc. CityZip Ohio County High SchoolEvansville1,198Hartford42347 Hancock County High SchoolEvansville481Lewisport42351 Hopkins County Central High SchoolEvansville960MADISONVILLE42431 OWENSBORO CATHOLIC HSEvansville17OWENSBORO42301 James A. Cawood High SchoolKnoxville686Harlan40831 Middlesboro High SchoolKnoxville511Middlesboro40965 MCCREARY CENTRAL HSKnoxville830STEARNS42647 Lee County High SchoolLexington381BEATTYVILLE41311 Corbin High SchoolLexington610Corbin40701 LYNN CAMP MIDDLE/ High SchoolLexington533CORBIN40701 BOYLE CO HIGH SCHOOLLexington941DANVILLE40422 Franklin County High SchoolLexington1,000Frankfort40601 WESTERN HILLS HIGH SCHOOLLexington750FRANKFORT40601 Mercer County High SchoolLexington920Harrodsburg40330 JACKSON CITY SCHOOLLexington550JACKSON41339 ANDERSON CO HIGH SCHOOLLexington1,165LAWRENCEBURG40342

16. 16 High School Signage Availability LocationDMA NameEnrollmentLoc. City Zip LEXINGTON CATHOLIC HSLexington871LEXINGTON40503 Casey County High SchoolLexington704Liberty42539 Jackson County High SchoolLexington700MC KEE40447 ROWAN COUNTY HSLexington960MOREHEAD40351 Rockcastle County High SchoolLexington890MOUNT VERNON40456 Montgomery County High SchoolLexington1,190Mt. Sterling40353 WEST JESSAMINE HIGH SCHOOLLexington936NICHOLASVILLE40356 Bourbon County High SchoolLexington886Paris40361 JUNE BUCHANAN SCHOOLLexington192PIPPA PASSES41844 MODEL LABORATORY SCHOOLLexington225RICHMOND40475 Southwestern High SchoolLexington1,204Somerset42501 Powell County High SchoolLexington730Stanton40380 MOUNT CARMEL SCHOOLLexington97VANCLEVE41385 Whitley County High SchoolLexington1,252Williamsburg40769 Taylor County High SchoolLouisville865CAMPBELLSVLLE42718 Carroll County High SchoolLouisville486CARROLLTON41008 Elizabethtown Senior High SchoolLouisville700ELIZABETHTOWN42701 EMINENCE HIGH SCHOOLLouisville55EMINENCE40019

17. 17 High School Signage Availability LocationDMA NameEnrollmentLoc. CityZip FAIRDALE HS MCALouisville873FAIRDALE40118 Breckinridge County High SchoolLouisville818Harned40144 Marion County High SchoolLouisville900Lebanon40033 Atherton High SchoolLouisville500Louisville40205 BALLARD HIGH SCHOOLLouisville1,683LOUISVILLE40222 De sales High SchoolLouisville313Louisville40214 Fern Creek High SchoolLouisville1,499Louisville40291 HOLY CROSS HIGH SCHOOLLouisville333LOUISVILLE40216 Male High SchoolLouisville1,658Louisville40213 MOORE TRADITIONAL HSLouisville702LOUISVILLE40228 Portland Christian High SchoolLouisville325LOUISVILLE40212 SACRED HEART ACADEMYLouisville791LOUISVILLE40206 Seneca High SchoolLouisville1,733Louisville40220 ST XAVIER HIGH SCHOOLLouisville1,431LOUISVILLE40217 VALLEY HS MCALouisville916LOUISVILLE40272 WESTERN MAGNET HSLouisville791LOUISVILLE40216 Bullitt East High SchoolLouisville1,043Mt. Washington40047

18. 18 High School Signage Availability LocationDMA NameEnrollmentLoc. CityZip Henry County High SchoolLouisville550New Castle40050 North Hardin Senior HSLouisville1,492RADCLIFF40160 Shelby County High SchoolLouisville1,500Shelbyville40065 BULLITT CENTRAL HSLouisville1,239Sheperdsville40165 North Bullitt High SchoolLouisville1,168Shepherdsville40165 Washington County HSLouisville598Springfield40069 FRANKLIN SIMPSON HSNashville909FRANKLIN42135 Christian County High SchoolNashville1,322Hopkinsville42240 Logan County High SchoolNashville1,000Russellville42276 Monroe County High SchoolNashville598TOMPKINSVILLE42167 Ballard Memorial High SchoolPaducah-Cape Girard-Harsbg423Barlow42024 LYON CO JR-SR HIGH SCHPaducah-Cape Girard-Harsbg250EDDYVILLE42038 Crittenden County High SchoolPaducah-Cape Girard-Harsbg400Marion42064 Calloway County High SchoolPaducah-Cape Girard-Harsbg920Murray42071 Lone Oak High SchoolPaducah-Cape Girard-Harsbg823Paducah42001 Jenkins High SchoolTri-Cities, TN-VA300JENKINS41537