Janie's Fund 2017 Strategy

1. STEVEN TYLER’S JANIE’S FUND 2017 Strategy Presentation

2. Y o u t h V i l l a g e s 2 Steven Tyler’s Janie’s Fund Agenda • Year One: A Look Back • 2017 Strategy • Raise Awareness • Engage Supporters • Cultivate Donors • Events • Timeline

3. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 3 Year One Nov. - Dec. 2015 Janie’s Fund Launches Fundraising Begins / Social Media Launches ‣ Developed concepts for ‘Mic Check’ Campaign ‣ Managed JF partners throughout launch including Tyler Management, Red Deluxe, and CrowdSurf ‣ Developed project plan outlining tactics and deliverables throughout launch ‣ Supported edit and execution of ST’s launch video ‣ Created Facebook, Twitter, and Instagram pages ‣ Managed and executed all social content on Facebook, Twitter and Instagram ‣ Addressed all incoming inquires on social media ‣ Served as liaison to Prizeo team running on-boarding, strategy development, and campaign execution ‣ Coordinated with ST’s social team on relevant posts ‣ Coordinated delivery of high-level donor prizes ‣ Promoted campaign on social media and responded to all donor inquiries on Facebook, Twitter, and Instagram ‣ Supported Prizeo fulfillment and answering donor questions ‣ Compiled analytics and key highlights to share with the YV team

4. ‹#› 4 Jan. - May 2016 Fundraising / Concert Planning Concert / Digital ‣ Pre-planning for May concert, coordinating with Steven’s team, event planners and auctioneers ‣ Ensured that Prizeo winner had all necessary accommodations pertaining to their concert prize ‣ Promoted silent auction and each prize on social media ‣ Continued to manage all incoming comments, questions and concerns that came through social media ‣ Managed all May 2 concert reception logistics including location management and delivery of all auction items ‣ Managed coordination with each major donor and solidifying staffing support ‣ Established ‘Supporter Spotlights’ on social media which garnered high engagement July - Sept. 2016 Digital Crowdrise Campaign ‣ Promoted Cambria and Crowdrise campaigns on Facebook, Twitter, and Instagram pages and highlighted donors ‣ Addressed all incoming inquires on social media ‣ Served as liaison to Crowdrise team running on-boarding, strategy development, and campaign execution for ST’s Take a Stand Campaign ‣ Developed project plan outlining tactics and deliverables throughout launch ‣ Provided editorial calendar with drafted graphics for launch of Take a Stand Campaign

5. ‹#› 5 Oct. - Dec. 2016 EOY Strategy / Fundraising End Of Year Campaign ‣ Provided EOY campaign ideas including, Janie’s Fund 1 Year Anniversary, ST’s Humanitarian Award, and Giving Tuesday ‣ Set up Janie’s Fund Facebook nonprofit account to utilize in-platform donation tools ‣ Coordinated with ST’s social media team to share posts and interact with JF posts ‣ Promoted campaign on social media and responded to all donor inquiries on Facebook, Twitter, and Instagram ‣ Supported and monitored set up of Facebook Live for ST’s Humanitarian Award performance and acceptance speech ‣ Coordinated with media outlets and ST’s team on press coverage for Humanitarian Award and interviews with ST ‣ Managed scheduling and execution of all EOY donation posts on social media ‣ Shared each donation post with ST’s social team to share and engage with on social ‣ Ensured that all Crowdrise prizes were delivered in a timely fashion—sheet music and signed mic stand ‣ Managed and executed all regularly scheduled content on Facebook, Instagram, and Twitter ‣ Addressed all incoming inquires on social media 2017 2017 • Developed 2017 strategy and digital recommendations to share with YV team • Created and executed car auction campaign content calendar

6. S T E V E N T Y L E R ’ S J A N I E ’ S F U N D 6 Key Metrics: Year One Fundraising Tour Integration Events 1.9M raised On-site and digital activations for Steven’s solo tour Executed three events

7. S T E V E N T Y L E R ’ S J A N I E ’ S F U N D 7 Key Metrics: Digital Janie’s Fund content garners high engagement across all social platforms, creating a community of supporters, which Propper Daley responds to and manages on a weekly basis. FACEBOOK TWITTER INSTAGRAM Followers Gained 16.5K 2.4K 4.2K Total Posts 221 253 64 Total Impressions 9.5M 2.2M N/A Total Engagements 416.5K 34.7K 14.1K Total Media Views 231.7K 5.5K 1.8K Total Messages Recieved 4.2K 1.2K 2

8. S T E V E N T Y L E R ’ S J A N I E ’ S F U N D 8 Key Metrics: Press Janie’s Fund gained more than 920 million media impressions

9. Y o u t h V i l l a g e s 9 Steven Tyler’s Janie’s Fund Agenda • Year One: A Look Back • 2017 Strategy • Raise Awareness • Engage Supporters • Cultivate Donors • Events • Timeline

10. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 10 A Look Ahead Fundraising Branded Content Highlight Programs Tour Integration Events Coordinate annual fundraising moments Continue creation of unique branded content Showcase Janie’s Fund work at Youth Villages Explore ways to integrate into Aerosmith tour Develop plan for additional events with Steven Tyler

11. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 11 Digital Strategy / Goals INFORM ENGAGE ACT Increase brand awareness Engage current and new supporters Activate supporters to donate

12. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 12 Target Audience 01 03 Steven Tyler Fans High Income Individuals CURRENT: Small group of donors WANT: Create reoccurring donors and sustained funding TACTIC: Targeted social media ads based on income, coordinated with direct mail appeal 04 CURRENT: Key base with 98% of current fans WANT: Engage more of Steven’s fans, FB (3M), TW (1.6M) and IN (1M) TACTIC: Follower acquisition ad buys, along with additional ST & Aerosmith content 01 Digital Audience 02 Youth Villages Supporters CURRENT: Small overlap with current community WANT: Engage YV community to support social channels TACTIC: Utilize YV and JF social channels to cross reference one another, including newsletters Abuse Survivors CURRENT: Small group of fans WANT: Continue to create a safe place for girls and woman to share their stories TACTIC: Targeted social media ads at other women’s advocacy groups to engage their followers 02

13. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 13 Creative Content Stats & Stories Continuing to engage the community through “Supporter Spotlights” and unique branded content Expressive Arts Programming Highlight impact by profiling girls who have benefited from Janie’s Fund - Janie’s Houses, YV Lifeset, Expressive Arts, Scholars & My Life, My Voice My Life, My Voice Steven Tyler New content around Steven, including photos, overview video, site visits, radio ads, and ’thank you’ videos

14. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 14 Digital Campaign: Storytelling #FREEAMERICA Campaign Goal Create a break-through digital media moment about America’s criminal justice system, using storytelling to humanize the issue of mass incarceration Tactics ‣ Video and photo content creation ‣ John Legend promotion ‣ Media partnerships ‣ Influencer promotion ‣ Facebook pro bono media support

15. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 15 Digital Campaign: Storytelling #GirlsMatter Goal Raise awareness around Janie’s Fund during National Sexual Assault Awareness Month in April 2017 Tactics ‣ Video and photo content creation ‣ Steven Tyler Promotion ‣ Media partnerships ‣ Steven Tyler Influencers - Miley Cyrus, Carrie Underwood, etc. ‣ Facebook or Instagram pro-bono media support

16. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 16 Engage Supporters MERCHANDISE TOUR INTEGRATION INFLUENCERS ‣ Social Media Support ‣ PSA ‣ Site Visits Create a new merchandise item and integrate product into Steven Tyler’s merchandise store Integrate Snapchat filter featuring Steven Tyler’s Janies Fund throughout Aerosmith’s North America tour locations

17. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 17 Fan Toolkits Dear [Name], Each year, more than 500,000 children suffer from serious neglect, more than 100,000 children are beaten or physically abused, and 68,000 children are raped or sexually abused. Even worse, these girls suffer their traumas and abuse in silence. That’s one of the reasons I’m supporting Steven Tyler’s Janie’s Fund, to give abused girls a big voice. Janie’s Fund, brings hope and healing to girls who have suffered the trauma of abuse and neglect through expressive art therapy, residential treatment and scholarship opportunities. The same way we want the girls to know they are not alone, I hope I am not alone in my efforts to support these girls! Please join me in donating [amount] to expand these programs to help more vulnerable girls. You can also follow Janie’s Fund on Facebook, Twitter, and Instagram to see how far your support goes. Thanks for considering this important cause! Thank you, Social Media E-mail

18. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 18 Campaign: Sexual Assault Awareness Month Facebook Profile Photo Takeover Strategic Partnerships

19. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 19 Cultivate Donors Create engaged community for fundraising efforts 2017: A Follow-Up Year After a successful launch in 2016, this year we will focus on following-up with donors and establishing an environment for them along with new supporters to participate.

20. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 20 Cultivate Donors Strategic Communications Fundraising Campaigns Targeted Ad Buys Fundraising Tools Create newsletters, e-blasts and direct response mailers Activate donors during key moments including, ST’s birthday and EOY campaigns Promoted content, follower acquisition and website conversions Utilize new tools across Facebook, Twitter, YouTube, Text-to-give and #Donate

21. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 21 Communications Newsletters / E-blasts & Direct-Mail Goal: Engage supporters to regularly update them on Janie’s Fund activities with the goal of cultivating a donor database and raising awareness of the organization Strategy: ‣ Send quarterly newsletters to Founding Members ‣ Cultivate new subscribers via social media and website ‣ Add sign-up form to the website ‣ Send e-blasts from Steven Tyler during key moments ** Pair email campaigns with direct response mailers for older demographic

22. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 22 Fundraising Campaigns Steven’s Birthday & End-of-year Leverage Steven’s 69th birthday in March to raise funds through a crowdfunding campaign, with an incentive to attend an Aerosmith concert Highlight one Janie’s Fund program with the goal of raising more money to support the program, appealing to year-end donors

23. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 23 Targeted Ad Buys Social Media Advertising GOAL: Leverage paid media to engage current supporters to donate and cultivate new fans TACTICS: Create a monthly ad budget Launch a follower acquisition strategy Promote monthly content Promoted Content TARGETING: Outreach to current followers by salary Outreach to other female nonprofit networks Outreach to Steven Tyler fans Website Conversions Follower Acquisition

24. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 24 Fundraising Tools Multi-pronged Fundraising Leverage tools across various platforms to increase donations, including: ‣ Text-to-give ‣ Twitter: In Platform ‣ Facebook: In Platform, including Facebook Live ‣ YouTube: In platform video endcards ‣ #Donate: Making it easier for users to donate directly across all social platforms in a 3 step process

25. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 25 2017 Benchmarks “We CAN let these girls know they are loved, get them the help they need, and assure them that there is MUCH LIGHT at the end of the Increase followers across all social media platforms Increase engagements across all social media platforms tunnel.” Increase video views, pending the creation of new videos — Steven Tyler Increase impressions on Facebook and Twitter Cultivate a newsletter list

26. Y o u t h V i l l a g e s 26 Steven Tyler’s Janie’s Fund Agenda • Year One: A Look Back • 2017 Strategy • Raise Awareness • Engage Supporters • Cultivate Donors • Events • Timeline

27. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 27 Dinner Party November 2017 To celebrate the second anniversary of Janie’s Fund, Steven could host a VIP Fundraising dinner to cultivate high-net worth donors.

28. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 28 Steven Tyler’s 70th Birthday Gala / Fundraising Special Birthday Party Donate Your Birthday Fireside Chat

29. Y o u t h V i l l a g e s 29 Steven Tyler’s Janie’s Fund Agenda • Year One: A Look Back • 2017 Strategy • Raise Awareness • Engage Supporters • Cultivate Donors • Events • Timeline

30. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 30 2017 Timeline Area Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Strategy / Planning Creative Campaigns Ad Buys Collect JF Impact Stories Film ST Creative Content Deploy Newsletter and E-blasts Events / Event Planning

31. S t e v e n T y l e r ’ s J a n i e ’ s F u n d 31 Immediate Next Steps "I am starting Janie's Fund to give a voice to the millions of victims who haven't had Create social media style guide Set up call with Rebecca to discuss ST 2017 involvement and tour integration one and encourage everyone to join me on this mission." Begin designing Facebook profile photo — Steven Tyler Draft creative brief for Steven’s birthday campaign Draft creative brief for storytelling campaign concept

32. ‹#› Propper Daley 6380 Wilshire Blvd, 15th Fl Los Angeles, CA 90048 (323) 556-5877 Facebook/propperdaley @propperdaley info@propperdaley.com Thank You!