1 | Proprietary and confidential. Do not distribute.

Q4 ‘09 Q1 ‘10 Q2 ’10 Q3 ’10

Process Begins Accuracy & Visibility Start to Increase

Foundational Stages• Farmers and 15miles work

together to gather, format and develop location data for submission

Local Listing ManagementLocalFeed Overview

Communication

Sharing of ideas, opportunities, confirming

direction and making decisions for Farmers’ program

Administration

Ensuring decisions are executed

Data

Address issues of data integrity and/or listing enhancements

SubmissionThe actual process of

cleaning, standardizing and feeding Farmer’s location data to the

aggregators and Google

Reporting

Numeric and empirical review of

program results showing visibility and

accuracy improvements

LocalFeed Process

LocalFeed Timeline

2 | Proprietary and confidential. Do not distribute.

Local Listing ManagementLocalFeed Visibility

+3%

In just two months, Farmers overall visibility has increased 29%−Farmers listings have seen the most substantial visibility increase within the top 3 listings.

Num

ber

of

Lis

tings

35 36

102

136136

180178

230

0

50

100

150

200

250

November-10 December-10

"Auto Insurance" Local Search Positioning

First Position Top 3 Positions Top 5 Positions Top 7 Positions

3 | Proprietary and confidential. Do not distribute.

66%70%

91% 90% 91%99%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

July-10 August-10 September-10 October-10 November-10 December-10

Overall Trending Accuracy

Title Address City State Phone URL Total % Correct

Local Listing ManagementLocalFeed Accuracy

In December 2010, Farmers achieved 99% accuracy across local listings on Google− Address listing accuracy, in particular, increased 58%

From 40% accuracy in July to to 98% in December