The document summarizes a marketing program between Fidelity Investments and Plum Network from 2011. The program included sponsoring Plum Network's ski lifestyle show "Top of the Mountain" with custom segments. It also featured a branded video, a weekend takeover event in Aspen with a hospitality lounge and VIP event, digital advertising, and a survey that showed increased brand awareness of Fidelity after the campaign. The program reached over 500,000 consumers across TV, online, social media and events.

1. THE PLUM NETWORK &
FIDELITY INVESTMENTS
2011 Program Recap
11.4.11

2. PART 1: 2011 PLUM NETWORK AND FIDELITY INVESTMENTS PROGRAM OVERVIEW
FIDELITY INVESTMENT’S GOAL
Generate awareness fore Fidelity Investments by efficiently/effectively reaching a highly targeted group
of active, affluent trend setters and potential Fidelity Investments members who would be interested
learning more about the brand.
PLUM TV RECOMMENDATION
• Presenting Sponsorship Top Of The Mountain, Plum’s local ski lifestyle show with editorial integration
across the network and online/social media/mobile extensions
• Plum Studios’ Emmy® Award winning production team to produce an original ad on Aspen Mountain
• Aspen Takeover: Custom Fidelity and Plum 3 day “hospitality and VIP” event in Aspen at the Plum
Studios
• Significant online/social media extensions for entire program
• Survey Study
FLIGHT DATES:
1/17/2011 - 12/25/2011
1/14/2011 – 1/16/2011 BONUS FLIGHT
PART 1: PROGRAM OVERVIEW

3. IMPRESSIONS DELIVERED TO DATE
TIMING: 1/17/2011 - 12/25/2011
1/14/2011 – 1/16/2011 BONUS FLIGHT
(This does not include additional impressions that will be earned from
10/31/11-12/25/11)
PART 2 IMPRESSIONS
Impressions Include:
• Top of the Mountain Show sponsorship with 5 editorial integrations
• :30 second brand spots, billboards and tune in ads
• PLUM STUDIOS: “Follow the Green Line” Promo spot in Aspen
• Aspen “TAKEOVER” Event Sponsorship Weekend of March 11, 2011
• Digital/Social Media/Mobile Sponsorship
• Print Units ROB ad and Recap ad
IMPRESSIONS DELIVERED TO DATE

4. PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF
“TOP OF THE MOUNTAIN”
About Top of The Mountain
Returning to Plum TV for the winter season was the new and improved version of Top of the
Mountain. Hosted by Ramona Bruland, along with special guest co-hosts including Oliver
Sharpe, Erik Williams, Chris Klug, Gretchen Bleiler and other mountain celebrities. As a half-
hour weekly taped show with ten themed episodes throughout the season, Top of the
Mountain is an insider’s guide to ski and snow lifestyle. Anchored at the Plum Mountain
Studio in Aspen, TOM also travels all around the mountain regions exploring and sharing the
best things about ski culture and lifestyle.
Sponsorship Elements:
Fidelity Investments received branded custom open/close graphics with billboards and tune in
spots, as well as Plum to produced five (5) ski lifestyle segments (info on following page).
Fidelity Investments media campaign includes a high frequency rotation of Fidelity
Investments brand creative that aired in rotation across the Plum TV Network, as well as
directly following each Top of the Mountain Program.
PART 3: TOP OF THE MOUNTAIN SPONSORSHIP

5. PART 3: FIDELITY INVESTMENTS PRESENTING SPONSORSHIP OF
“TOP OF THE MOUNTAIN”
Custom Integration: Fidelity Tips
Plum to produced five (5) ski lifestyle segments for Fidelity with custom open/close
graphics. Integration focused on Fidelity’s “Turn Here” branding and ski lifestyle related
“guidance” and “tips”. Segments close out each episode and were hosted by Ramona
Bruland to organically fit the program, and were shared by Plum online, via social media and
mobile app.
1)Spring Skiing
Ramona Bruland breaks down the essentials for the optimal spring skiing & riding experience.
2) Powder Skiing
Ramona Bruland offers a few important tips for skiing deep stashes of powder.
3) How To Stay Warm
Ramona Bruland shows us how to stay warm on those cold winter days.
4) Carrying Your Skis
Ramona Bruland has your "Turn Here" Top of the Mountain tips for the best way to carry your skis.
5) Snowboarding
Ramona Bruland shares several "Turn Here" Top of the Mountain snowboard tips, brought to you by
Fidelity Investments.
To View Tips: http://www.plumtv.com/tom/top-of-the-mountain-tips
PART 3: TOP OF THE MOUNTAIN SPONSORSHIP

6. PART 4: PLUM STUDIOS: “Follow the Green Line” Promo spot in Aspen
Emmy-Award Winning Plum Studios produced a custom vignette and promotional spot for
Fidelity Investments on Aspen Mountain. Vignette shows a skier's eye view of the most
scenic runs at Aspen & use computer graphics to “drop in” a green line and Fidelity
branding.
The Aspen Fidelity Green Line Vignette featured custom graphics and voiceover to run for
two weeks leading up to the Fidelity Aspen City Takeover as a promotional spot in the
Aspen market (e.g.: “don’t miss the Plum and Fidelity Aspen Takeover: Saturday March 12th
and Sunday March 13th”) and following the event as a general Fidelity brand ad to run across
the network.
PART 4: PLUM STUDIOS: Follow The Green Line

7. PART 5: ASPEN TAKEOVER
PART 5: ASPEN TAKEOVER
GONDOLA PLAZA “FOLLOW THE GREEN LINE” ACTIVATION
Plum to utilize our exclusive relationship with Aspen Ski Company to create activation at the famed
“Gondola Plaza,” the epicenter of Aspen (every skier must enter through the area at the beginning and end
of every ski day and is also a hub for non-skiers to hang out, meet up with friends, etc).
ACTIVATION ELEMENTS
PART I. Gondola Plaza Takeover (Saturday and Sunday)
For an entire weekend during Aspen’s peak ski season in March 2011 (Saturday, March 11 & Sunday, March
12), everyone at Aspen’s Gondola Plaza will be fully surrounded by custom Fidelity branding:
1. A LITERAL Green Line including Fidelity logo and “turn here” tagline/arrow will run along Gondola Plaza
and straight into the Plum Studio’s “Fidelity Hospitality Lounge” Friday-Sunday March 10-13, 2011
2. Additional Fidelity branded daytime execution on Gondola Plaza to include hospitality tent, on the
ground promotions with Ambassadors providing giveaways (for ex, Fidelity branded Chapstick & Hot
Cocoa) and Fidelity Spokespeople providing information about the brand and investment tips.
PART II. Fidelity Hospitality Suite: Custom Fidelity lounge created inside the Plum Studios each day (Sat &
Sun from 9:30am – 2pm) for guests to unwind & relax. Held at Plum Studios at the base of Gondola Plaza.
Suite included branding, “Fidelity Tips” and Vignette on flat screen, free massages, hot cocoa, ski tuning
and chap sticks.
PART III. Exclusive, VIP Soiree evening event (invite-only) on Saturday, March 12 at Plum Studios from
6-9pm. Event hosted the hottest “who’s who” in Aspen who enjoyed tunes from a hip DJ, light catering an
open bar, a Fidelity branded photo booth and more.

8. PART 5: ASPEN TAKEOVER IMAGES: Green Line

9. PART 5: ASPEN TAKEOVER IMAGES: Daytime Hospitality

10. PART 5: ASPEN TAKEOVER IMAGES: VIP Event

11. PART 5: ASPEN TAKEOVER PRE & POST PROMOTION
Social media, online and On-Air
Promotional Video Clip with Ramona Bruland:
http://www.plumtv.com/videos/the-green-line/
index.html
Photo Gallery of images from weekend:
http://www.plumtv.com/blogs/the-plum-post/photos-
fidelity-hospitality-lounge-ski-soiree

12. PART 6: ONLINE CAMPAIGN
Plum extended the Fidelity Investments messaging on PlumTV.com and social media promotion and
mobile app coverage. The program provided Fidelity Investments with broader distribution via a custom
PlumTV.com microsite and Plum’s Facebook and Twitter feeds.
Banner Impressions for Plumtv.com which includes the Plum home page as well as the eight (8)
individual market pages and an individual Top of the Mountain page.
1st Qtr: 180,000 (30% SOV)
2nd Qtr: 90,000 (15% SOV)
3rd Qtr: 90,000 (15% SOV)
4th Qtr: 180,000 (30% SOV)
Live streaming programming with Fidelity ads across PlumTv.com
• Companion Banners on plumtv.com
• Branded content series online (Top of The Mountain Tips & Green Line vignette)
• Approximately 369,000 display impressions across PlumTV.com via leaderboards, banners, and
microsite.
PART 6: ONLINE CAMPAIGN

13. PART 6: ONLINE CAMPAIGN
Facebook Impressions
Five posts (one for each "Turn Here Tip") on the following six Plum Facebook Fan Pages in the mountain regions: Aspen,
Vail, Telluride, Sun Valley, Top Of The Mountain, Plum TV.
• Facebook Fan Pages provided updates on new original show, video links, Aspen Take Over info and link to Fidelity.com
Twitter Impressions:
One tweet for each of the 5 tips in 1Q and again in 4Q to the following twitter accounts: @plumaspen, @plumvail,
@plumtelluride, @plumsunvalley, @plumtv, @topofmtn. Tweets were sent by the TOP OF MOUNTAIN on-air talent.
Individual market twitter feeds will promote the shows and Fidelity “Follow the Green Line” Aspen Take over
Mobile:
Plum GPS enable mobile apps: Specific guide application for the iPhone/Android included live-streaming video of Top of
the Mountain Fidelity sponsored “tips”. The five Fidelity videos were present along the main carousel rotating along the
top of the screen. They will also be included in the Videos category/section below.
• Over 157,000 social media impressions across Facebook (74k+) and Twitter (83k+), with high levels of engagement- lots
of "likes" on Facebook across Plum pages
PART 6: ONLINE CAMPAIGN, SOCIAL MEDIA & MOBILE

14. PART 7: PRINT CAMPAIGN
Plum extended the Fidelity Investments messaging
with Fidelity advertising in the launch issue of Plum
Miami magazine (March) with 50,000 circ distributed
in the greater Miami metro area. This ad has been
offered to Fidelity free of charge.
Additionally, Plum printed a recap of the Fidelity
Investment’s Aspen Takeover weekend in Plum
Miami’s April issue, providing another 50,000
impressions for the campaign.
PART 7: PRINT CAMPAIGN

15. PART 8: PLUM TV AND FIDELITY SURVEY STUDY
Plum TV conducted a custom survey study for Fidelity using a 3rd party research group
(Corona Insights).
The following were the goals for this study:
• Verify effectiveness of PlumTV advertising
• Measure effectiveness of Fidelity campaign and in particular the Plum activation weekend in
terms of top-of-mind awareness (recall).
MEATHODOLOGY:
4 Locations:
• Gondola Plaza
• Paradise Bakery by the Fountain
• City Market
• The Clarks Shopping Center
Similar quantities of surveys collected at each location during pre and post surveys
• 198 pre wave surveys
• 203 post wave surveys (after data cleaning)
*Sampling conducted during one day for each of the pre and post surveys
KEY FINDINGS:
People that had seen or heard an ad for retirement planning companies were significantly
more likely on the post survey to indicate (unaided) they had seen or heard an ad for Fidelity
(more than double, 43% post, 17% pre)
• Total advertisement awareness of Fidelity increased by 50 percent on the post survey
(aided and unaided awareness combined) (29% post, 19% pre)
• Respondents who saw or heard a Fidelity ad were significantly more likely to have seen that
ad in Gondola Plaza on the post survey (24% post, 3% pre).
• Respondents were also more likely to have seen an ad on television.
*Findings showed a statistically significant change between pre and post study are presented.
PART 8: SURVEY STUDY

16. PART 8: PLUM TV AND FIDELITY SURVEY STUDY
PART 8: SURVEY STUDY
Unaided Ad Awareness
Unaided awareness of Fidelity advertisements more than doubled on the
post survey; competitors decreased
Statistically
Significant
(95% Confidence
Level)
[IF YES ON Q3] For which companies? (Open-ended)

17. PART 8: PLUM TV AND FIDELITY SURVEY STUDY
PART 8: SURVEY STUDY
Total Fidelity Ad Awareness
Total awareness of Fidelity advertisements increased by 50% on
the post survey
Respondents who indicated having watched Plum TV were even more likely to
have recalled a Fidelity ad…48% (compared to 29% of all respondents) said “Yes”
to having seen an ad suggesting the ads were seen on PlumTV and not another
source.
[IF FIDELITY NOT ALREADY MENTIONED] Do you recall seeing or hearing any
ads for Fidelity in Aspen?

18. PART 8: PLUM TV AND FIDELITY SURVEY STUDY
PART 8: SURVEY STUDY
Fidelity Ad Source
Branding in Gondola Plaza was 8x more likely to be cited in the
post survey; Awareness of television ads increased 50%
[IF THEY HAD SEEN A FIDELITY AD] Where did you see or hear those ads?
Statistically
Significant
(95% Confidence
Level)
See Note on
Following Slide
See Note on

19. PART 8: PLUM TV AND FIDELITY SURVEY STUDY
PART 8: SURVEY STUDY
NOTE TO FINDINGS:
Important Note:
Plum TV media had already started at the time of the pre survey. This
likely artificially raised the baseline of some measures such as unaided
awareness and television as a source (and therefore minimizing positive
change observed on this survey). The greatest increase was seen around
the activation weekend and branding in Gondola Plaza which had not
started at the time of the survey.

20. THANK YOU
FROM THE PLUM NETWORK
TOM SCOTT
TScott@plumtv.com
EDEN WILLIAMS
Eden@plumtv.com
PART 9: CONCLUSION