This document provides a review and proposals for Dairyland Cycle's online marketing programs. It summarizes the current paid search and SEO programs, including metrics and key performance indicators from 2010. It then proposes a 4-month extension of these programs and additional opportunities, including analyzing SEO optimization opportunities for Sentry.com to increase its online market share compared to competitors like Dairyland Cycle.

1. Program Review Prepared for: Dairyland Cycle (Sentry Insurance) December 2010 1

5. Campaign creative customization and ongoing testing

6. Local focus

7. Media flighting based on seasonalityStrategy Geographic Targeting Campaign Q1 – All states that currently have a live product offering Q2 – States added: IA, KY, CT, MI, AL, ID, MT, and VA Eliminated high-cost, low-conversion keywords June 21st: Campaigns paused to drive down CPLs Q4 – States added: ME, ND, and NE Motorcycle Insurance Campaign – Launched April 2nd Weekly implementation of individual keywords Ongoing bidding adjustments to ensure high impression share and conversion volume while keep costs low Media Spend Flighting Q2 – Monthly Budgets increased to $20,000 Q3 – Monthly budgets decreased to $5,500 Q4 – Monthly budgets increased Expansion to Bing – Mid-December 2010 Tactics

9. Impression volume was highest in the month of November

10. Conversion volume has grown steadily as quote and bind functionality has been rolled out to additional states throughout the year

11. November saw the largest number of conversions with 632; the program is on pace to exceed this total in December

12. Conversion Rate averaged 10.39% and was strongest during September at 21.75%Conversions* Generated *Conversions – coupon views

14. The average Cost per Conversion was $30.51 and was most efficient in August at just $11.34 per conversion

15. Additional media budget was approved for April-June and again starting late October*Conversions – coupon views

16. Program ReviewPaid Search: Top 10 Keywords 7

18. In other words, 37,640 consumers clicked through to the Dairyland site in a span of 334 days

19. That is approximately 113 consumers per day going to the Dairyland Cycle site as a result of the Paid Search campaign

20. Both impression and click volume were up dramatically year over year based on an increased media budget, while CTR% was down from 5.40% to 3.49%

21. The media Cost per Click rose from $3.00 in 2009 to $3.17 in 2010, while average position dropped from 3.4 to 3.6

22. Conversion volume was also up dramatically year over year (163%), as the campaign delivered 3,912 conversions in 2010

24. Increase Organic Visibility

25. Increase Website Conversions/Quote RequestsStrategy Site Analysis Copy Consulation Competitive Review and Analysis Custom Meta Tags Page Submissions Benchmark Analysis Monthly reporting Traffic Best performing keywords and engines Engine by engine summary Next steps and recommendations Link Building Social Activity 2010 Tactics

27. The month-over-month decrease in traffic follows the same overall trend as the previous year; therefore, this decrease appears to be a seasonality trend

29. For the month of November there were 58 total listings for targeted keywords, compared to 15 listings at the beginning of the campaign

30. Visibility has increased in all engines, with Google showing the highest increases in visibility

33. Also bookmarked on Reddit.com and Delicious.com and posted comments on blog.motorcycle.com and motorcycleinsurance.org

36. 15 4-Month Extension Proposal

37. An Impactful Campaign Top 4 Search Terms Driving Traffic to Dairylandcycle.com December ‘09 – December ’10 Key: “dairyland insurance” ”dairyland motorcycle insurance””dairyland” ”dairyland cycle” Motorcycle Insurance Campaign Launch Initiated Link Building & Social Activity SEM Paid Search Campaign Began As you can see in the chart above, Dairyland Cycle’s campaigns have made a dramatic impact by utilizing Paid Search and specific keywords, and through link building and social activity. Source: Experian Hitwise US, 12/29/2010

38. Investment Summary4-Month Extension Note: All pricing is valid until January 15, 2011.

39. Additional Opportunities Sentry 18

40. Additional OpportunitiesSentry’s Online Market Share Overall Market Share based on Total Site Visits Sentry Insurance vs. Top Competitors Source: Experian Hitwise US, 12/29/2010

42. Optimize Header Tags

43. Implement an XML sitemapOverall SEO Site Grade: 2.1/4 Site Speed Grade: B

44. Additional OpportunitiesSentry Insurance Vs. Dairyland Cycle During the peak motorcycle insurance buying season, our Paid Search and SEO efforts enabled Dairyland Cycle to increase in market share by over 200% year-over-year and even surpass Sentry. Sentry could greatly benefit from a similar campaign. Source: Experian Hitwise US, 12/28/2010

45. Additional OpportunitiesPaid & Organic Search Sentry Only Organic VS. Dairyland Cycle Paid& Organic Source: Experian Hitwise US, 12/28/2010

47. Flighting/seasonality

48. Geo-targeting

49. Cost effective

50. Control

52. Increased rankings

53. Targeted trafficSource: Click Consult, December 2008 / eMarketer

54. Thank You! Connect with us: Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter 24 Michael Bak Interactive Account Executive d. 952-903-4679 │Michael.Bak@tmpdm.com