1. Local Search Capabilities Prepared for: GEICO Insurance September 2010

2. Agenda Media Landscape Strategy Development Print Solutions Online Solutions Program Management

3. Media LandscapePrimary Source of Local Business Information Consumers utilize multiple media sources when conducting a local search. Primary Source for Local Business Information Yearly Trending 2% +3 3% Search Engines 33% -10 1% Local Search Sites 13% Print Yellow Pages 23% +5 Internet Yellow Pages 22% 0 Cell Phone/Wireless Directory Assistance Social Networking Sites Local Newspaper Other Printed Directory 15miles EXCLUSIVE DATA +2 Source: 15miles/comScoreLocal Search Usage Study, 2010Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.

4. Media LandscapeSource for Local Business Information By Age Demographic TMPDM EXCLUSIVE DATA Younger generations are more likely to use online sources to find local business information while older generations usage is more evenly split between online and offline usage. Both generations have seen a decline in offline usage and a growth in online and mobile usage since 2009. Source: TMPDM/comScore Local Search Usage Study, 2010 NOTE: Category of “Other” was not included in the above graph and with this category, totals equal 100%.

5. 5 Media LandscapeSecondary Sources for Local Business Information Consumers reference several media sources prior to making a purchase 41% reference Search Engines or IYPs After referencing Print Yellow Pages 32% Local Search Sites After referencing a Search Engine 44% reference the Yellow Pages 38% Local Search Sites or IYPs 14% cell phone TMPDM EXCLUSIVE DATA *Source: BIA / Kelsey, 2010 Source: TMPDM/comScore Local Search Usage Study, 2010

6. Media Landscape Online is the top media used prior to selecting an Insurance provider Media Usage Prior to Making a Decision – Insurance (# of consumers based on active population) Source: ISS Intermedia Shopping Study, 2009 Online includes IYP.

8. Key Independent publishers such as YellowBookare taking Market share from Utility Publishers Caution, please be careful when making comparisons between 2008 and 2009 due to methodology changes . Source: YPA Heading Rankings, 2007-2009 ”Insurance”

9. Media LandscapeGEICO’s Online Market Share Overall Market Share based on Total Site Visits GEICO vs. Top Competitors Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.

10. The Changing media LandscapeInsurance When searching online for Insurance information, searchers are using several types of media – now, more than ever, it is critical that GEICOhas a cohesive online visibility. Insurance Searches Share 15miles EXCLUSIVE DATA Source: 15miles/comScore Local Search Usage Study, 2010

11. Strategy Development

13. Utilize primary and secondary usage & behavioral research

14. Implement tracking and establish campaign success criteriaLocal Data Feed Internet Yellow Pages Print Yellow Pages Paid Search & SEO Social Media

15. Program Optimization Increase lead volume and lower lead costs without increasing Yellow Pages budget. High TMPDM negotiates lower media costs. Savings can be used to purchase incremental media to offset lower lead volumes. Incremental Media Print YP - Leads - Print YP Online Migration More directory choices Strong Independent Pubs Print Yellow Pages leads have declined in recent years Low 2007 2010

16. Program OptimizationCase Study – Insurance Company TMPDM actively negotiates with Publishers for program-wide savings that can be re-invested in additional lead generation programs. Effective Discount Rate Analysis of client that recently switched to TMPDM

18. Negotiate additional buys and/or discounts through utilization of actual campaign results

19. Test. Evaluate. Optimize.Online Analytics Reporting Call Reporting

20. Print Solutions

22. Yellow Pages media planning and placements

23. Co-op program management

24. White Pages listing management

25. Call tracking solutions

26. Targeted coupon mailers

27. Award-winning creative designSources: TMPDM/comScore Local Search Usage Study, 2009

28. Media Planning Process Targeting based on Potential Define Geographic Service Area Where do my customers come from? State, DMA, CBSA, Radius Who is my customer? Age, Ethnicity, Category Spending, Psychographic Profiles Target Segments Which Directories (print/online) have the highest usage? Dove, comScore Directory Usage Where should my ad appear relative to my competition? Primary, Secondary Research Competitive Positioning What return am I receiving? clickmaps Track Measure Evaluate

29. Program ObservationsWeb Address Missing Provide your web address in ads whenever possible. This offers an additional way for consumers to view your pertinent business information. Chicago, IL (DEX) Miami, FL – South (ATT)

31. Reducing to Double Truck Display Ad or smaller would save money and still allow GEICO to maintain a dominant presence, since their Leader Ad falls on the first page. Phoenix, AZ (DEX)

33. Consider a creative review to keep creative executions freshProprietary and confidential. Do not distribute.

35. Good ads have strong content, are well organized, are easily understood, and communicate a strong value message to consumers

36. The best ads educate and inform, answer questions, and make the case why the advertiser is the best company to do business withSource: CRM Associates

37. Online SolutionsInternet Yellow Pages

39. Proprietary research

40. Local and national coverage

41. Branding and directional tacticsPay for Performance Pay only when a consumer clicks on your ad or calls Fixed Fee Pay one fixed amount per campaign

43. Additional exposure can also be achieved on search engines

44. IYP are local in nature and allow you to target only consumers search in your service areaIYPs typically reach consumers who are the ‘purchase’ phase of the buying process Source: comScore US Key Measures, March 20101; Note: Visits calculations were based on all directory sites with monthly traffic over 1k unique visitors. *Network alliances are made of only exclusive partnerships as verified by TMPDM. Alliances are limited to Yellow Pages sites, and do not include any White Pages alliances. See appendix for site alliances. TMPDM/comScore Local Search Usage Study, 20092

45. Internet Yellow PagesCompetitive Analysis: Auto, Home, and Life Insurance Categories Markets reviewed: Seattle, WA; Nassau, NY; and Chicago, IL on August 10, 2010 between 1:00pm and 3:30pm CST. Please note observations are of paid ads only and do not include free listings. No Advertising Advertising Presence Dominant Advertiser Competitive Advertiser

47. However, GEICO has a PPC Listing on Superpages.com and a Prime Display Ad in this category on DexKnows.com.

48. Homeowners Insurance

49. YP.com– No Ads

50. Superpages.com - Dominant

51. Yellowbook.com – No Ads

52. Citysearch.com – No Ads

53. DexKnows.com – Dominant

56. Geo-focused

57. Long-tail approach

58. Customized campaigns

59. Dedicated team monitoring, managing, and optimizing campaigns on a daily basis

61. Ability to control investment

62. Immediate results

63. Targeted trafficPaid Search

64. Search Engine Marketing Google Visibility Analysis Source: Report ran on 9/3/2010 at 5:00PM; Visibility includes the first three pages of results

65. Search Engine Marketing 15miles’ Long-Tail Approach High High Volume, High Cost Average Conversion - Number of results - Mid-Volume Average Cost Low Volume, Low Cost High Conversion Low General - Type of Keyword Entry - Specific

67. Equally strong exposure on broad (national) keywords, as well as local (state and metro).

70. Strong reference to brand in ad copy.

71. Reference to savings in ad copy. Some ads reference specific savings potentials.

72. Use of varied capitalization in display URL

73. Landing page

74. Simply, streamlined conversion process that starts on the landing page.

75. Provides ability to convert online, find an agent, or call.

78. Geographically targeted

79. Exposure on local sites including newspapers and community portals.

80. Targeting via IP address or user registration information

81. Demographic and interest based targeting

82. Re-targeting

83. Reinforcing message to users who have been to GEICO site or landing pages, but that have not converted.

85. Lead Gen and Engagement Building Opportunity

86. Drive to site/landing page

87. Drive to GEICO Facebook pages

88. Targeting Options

90. Monthly reports and analysis

91. Dedicated product support team

93. Increased rankings

94. Targeted trafficOrganic Search

95. Analysis of GEICO Important Items for Optimization 1 On-Site Opportunities Streamline Content Throughout Site Optimize Local Pages Increase consistency of Image Alternative Text (not shown) Address Site Speed Issues (not shown) 1 2 3 4 2 Overall SEO Site Grade: 3/4 Site Speed Grade: D

97. Feeds provide recent, relevant, enhanced content to search engines and aggregators

99. Improve accuracy of free listings on local search sites

100. Build out your profile pages with more robust dataMobile Phones Search Engines

101. Search Engine MarketingLocal Listing Analysis Correct Not Visible Incorrect Note: All searches were done on 9/7/2010 at 10:30AM using general keywords (ie. Car Insurance in [city, State]. Analysis is based on the first 3 pages of organic results. GEICO’s website was used for correct information.

102. Search Engine MarketingLocal Listing Analysis Misleading Information Customers expect the information on your website to be accurate. Inaccuracies at any level may decrease the trust potential customers have in GEICO and will drive potential customers to your competitors. Below are two examples of locations that have been “Merchant Verified” on Yahoo Local! but have different phone numbers than what appears on their GEICO.com Local Pages. Note: All searches were done on 9/7/2010 at 10:30AM using general keywords (ex. Car Insurance [City, State]) or branded keywords (ex. GEICO [City, State]) Analysis is based on the first 3 pages of organic results. GEICO’s website was used for correct information.

103. Search Engine MarketingLocal Listing Analysis: Sample Data Enrichment Reporting Understand and improve the quality of your local information

104. Online SolutionsSocial Media

105. Social Media Categories TMPDM’s Social Media TMPDM will establish your brand presence across multiple social platforms and leverage them appropriately to create success based on client objectives. Benefits of Social Media Marketing According to Marketers* *Source: (% responding) Social Media Marketing Industry Report, March 2009

107. Need for additional offerings, or product development

108. Product feedback

109. Need for intervention over an issue being discussed on the web

110. What competitors are doing in the space?

111. What is being said about competitors and overall industry?

112. Where targets are currently engaged?

114. Discussion boards

115. Forums

116. Mainstream sites and news

117. Microblogs (including Twitter)

118. Social networking spaces

119. Photo and video platforms

121. These mentions happened across a wide variety of social platforms with 35.6% on MicroMedia (Twitter), 28.8% on Facebook , and 18.5% occurring on blogsData for the dates of 7/1/10 – 7/31/10

122. Social Media Discussions GEICO Sample Positive: Sample Negative: Through monitoring, opportunities to respond to positives and negatives present themselves creating unique and authentic opportunities to engage your social customer base.

124. Recommend next steps

126. Submit content

127. Upload videos and images

128. Develop technologies

129. Answer social forum questions

130. Bookmark content

132. Plans

133. Tools

135. Program Management

137. Approve directory placements and Artwork

138. Access to online tear pages

140. Over 13,400 directory issues

141. 3-year archive for most publications

143. Track campaign trends

144. View performance by channel

146. Steve RaynerInteractive Media Specialist972.340.7634│Steve.Rayner@tmpdm.com Connect with us: Facebook │ Twitter │ LinkedIn │ SearchPerspective│ Monthly Newsletter

147. Source: Simmons 2010 Media LandscapeMedia Consumption In general, online usage indexes higher than Print Yellow Pages (PYP) usage when looking at the companies below. Media Consumption by type (Index)

148. Media LandscapeMedia Consumption – PYP Usage GEICO’s policy holders are above-index in their usage of the Banking/Finance/Insurance headings in the Print Yellow Pages. Media Consumption by type (Index)PYP – Banking/Finance/Insurance Headings Source: Simmons 2010

149. Media ConsumptionIYP Usage Overall, insurance policy holders over-index in Internet Yellow Pages (IYP) usage. Media Consumption by type (Index)Used IYPs in Last 30 Days Source: Simmons 2010

151. Custom filtering around monitoring keyword targets

152. Additional data surrounding conversation spikes including date, volume, key topics, etc.

153. Key influencer insights and trends broken down by campaign segments

154. Trending charts (after the first month) with custom trend analysis and insights

155. Overall actionable social and/or brand recommendations based on monitored insights

157. GEICO owns 47.9% of the competitive share-of-voice followed by Allstate 15.5%, State Farm 13.5%, Liberty Mutual 8%, Progressive 6.3%, Farmers 5.8%, Nationwide 2.8%Data for the dates of 7/1/10 – 7/31/10