Monthly Content Calendar Month: January Theme: New Year, New You [internal value: responsibility; external feature/benefit: convenience] Week One: New Year’s Day; Rose Bowl Saving Money (how to) – Price v. Convenience – Which Option is Better for You? Promo/Giveaway - New Year, New You – BOGO [healthy] – unlock via email Great Service Column - mailbag-type of feature, generated from customer service + praises MurphyUSA; theme = convenience [“how did we make something more convenient?”] From the Road Column – Trip to Disney World (Orlando, FL) Week Two: NCAA Football Championship Jan 9th; Friday the 13th Saving Money (how to) – saving on gasoline: winter edition Budget Calculator Column – how to create a household budget + personal experience in doing so Travel Tips – How to Drive in Snow & Ice: a Southerner’s Experience Top Customer Column – super awesome customer highlight + token prize (with pic & video interview?); theme = convenience & responsibility Week Three: MLK Day Jan 16; Saving Money (how to) – saving on c-store weather-related products: a shopper’s comparison [think windshield fluid, ice scrapers, gloves, safety items, etc) Promo/Giveaway - vendor promo – merchandise – FREEBIE [must release personal info to unlock deal via Foursquare] Great Service Column - mailbag feature from customer support – how we’ve fixed our gaffes; theme = responsibility [“how did we take responsibility for something that happened?”] Oil & Gas 101 Column - education-based --- MurphyUSA history + 15th Anniversary Week Four: Manager’s Meeting Jan 22-25; Chinese New Year Jan 23; Opposite Day Jan 25 Saving Money (how to) – bang for your buck: healthy food choices at MurphyUSA Budget Calculator Column - “spend money on this, not on that” column Travel Tips – Things to Do while Driving: New Year’s edition Top Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: responsibility [“how did you go above and beyond in your job responsibilities?] Major Promotions Planned: convenience of mobile applications – relaunch mobile app w/ enhanced functionalities; build up the suspense of the launch internally to manager’s meeting + externally with blog + social networks [campaign to emulate: the iPhone] Bloggers: “unofficial” screen shots of functionality & use steeped in growing speculation; once launched, photos/videos/copy made in the car, in a parking lot, etc demonstrating use Facebook: actual launch site for the application – only Facebook fans have the initial “unlock” code to DL the app Website: crystal clear/clean hero image + message + “official” information about the new app possibly produce microsite longer-term – “the chuck norris of applications” – crowdsource the future development/features for the app YouTube: video of using the app in a funny ad (“the app that does. Everything.”) ** App will be socially integrated to allow for shares/sharing of information – possibly add a Foursquare promo to reward those who check in at the same station 3x/10x/25x/100x with the app. ** Launch Date: January 23rd (manager’s meeting) ; January 24th (Facebook) ; January 26th (everyone)

Website Hero Image Theme JANUARY Week One Week Two Week Three Week Four Website Hero Image Theme New Year, New Look – lots of changes on the horizon Winter appearance App is Coming… App is COMING! App Launch!! Launch microsite for app Blogs Internal: new blog name launch; new look; Great Service column; how to save on maintenance External: branding change Internal: results of driving poll; save on gas; FB link + extra commentary on super customer External: app hype! Internal: Murphy history + anniversary; healthy options @ Murphy; “spend this, not that!” Internal: app launch (w/ numbers of DLs, uses, comments, big glossy photos); Mayors Facebook Home to redeem coupon with FB like + driving poll New Year’s Resolutions – internal/external App is Coming… comment on speculation Super Customer highlight App is COMING! (official response to the hype; launch details); We’re heading to Disney World (solicit tips) Exclusive app launch site for FB fans; solicit comments; Twitter Announce monthly “best Mayors” awards for FSQ Linkbait other initiatives App is Coming – link to internal sources (external to spread internal link + self-comments) App is Coming – “damage control” for the hype (set aflame in the community) App Launch – link to FB for access code! Foursquare Mayor Awards – based on # check-ins & station tips/commentary YouTube/Flickr Video: blogger – convenience of Murphy theme Video: branding – Murphy values: responsibility Video: quick stream from Disney; ad for App launch Email/SMS E-Offer: freebie to redeem via Facebook E-Offer: BOGO to redeem via SMS Email: app launch! In-Store

Monthly Content Calendar Month: February [American Heart Month; Black History Month] Theme: For the Love of Driving [internal value = listen & communicate; external = customer appreciation] Week One: Groundhog Day Feb 2; Superbowl Feb 5 Saving Money (how to) - How to Get $$$ off your Gas -- Promo/Giveaway – “The Ad They Wouldn’t Show” - Superbowl! [redeem at YouTube channel – Superbowl-style ad about…???] Great Service Column – Integrating a Love of Driving with the Love of Murphy (essential part of the drive, but make it more emotionally-driven) From the Road Column – Travel to Indianapolis for the Superbowl Week Two: Lincoln’s Birthday Feb 12 ; Valentine’s Day Feb 14 Saving Money (how to) – Partner/Vendor Deals (lead up to President’s Day Sales) [link juice for 3rd-party deals] Budget Calculator Column - Serialized check-in with how the monthly budget is doing Travel Tips – Getting the Most from Your Commute w/ Murphy Top Customer Column – We Love Our Customers! (Valentine’s Day) Week Three: President’s Day Feb 20; Mardi Gras Feb 21; NBA All-Star Game Feb 26 Saving Money (how to) – Sweet 16: How to Teach Your Kids to Drive (and Save Money While Doing So!) Promo/Giveaway – Mardi Gras-theme [submit store-based photos to stream] Great Service Column - mailbag feature from customer support – theme = communication; All-Star Edition – and a call for more feedback Oil & Gas 101 Column - education-based – “Keeping Gas Clean (and Low-Cost!) Week Four: Leap Day Feb 29 Saving Money (how to) – Saving Money: Spring Break Edition Budget Calculator Column – “Spend This, Not That!” Travel Tips – Getting Ready for Spring Break! Top Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: listen & communication [“how did you go above and beyond to listen & communicate?] Major Promotions Planned: Internal: Customer Appreciation campaign – highlight all the ways we listen, support, and communicate with our customers, and engage in the transparency to always know who the customer is + who MurphyUSA is External: Love of Driving campaign – emotionally-charged campaign to integrate the love of driving with the experience(s) at Murphy and driving home the point that we listen, communicate & appreciate our customers Internal/External: customer appreciation promotion ** post-Feb 15th: start recruiting for Murphy Madness (need 128 road warrior contestants split between geographies) – build out microsite to manage content + all back-end functionality by Feb 27th for FINAL testing

Website Hero Image Theme FEBRUARY Week One Week Two Week Three Week Four Website Hero Image Theme Superbowl All About Murpay + “ad” Valentine’s Theme – reds, white, pink Love Staff & Customers! President’s Day Theme – red, white, blue; Recruit for MurMad Preview into MurMad; store photo stream Blogs Internal: All About Murpay; From the road – travel to Superbowl; External: real use of Murpay + commentary Internal: Love Our Customers!; Love Our Field Employees; Love Our Stores! External: enjoy the commute with Murphy Internal: Great Service All Stars (Customer Service); solicit comments; MurMad recruit ad External: recruit for MurMad Internal: Amp up to Murphy Madness ; Spring Break travel ideas; “Spend this, not that!”; Mayors External: Murphy Madness steam Facebook Facebook campaign: for the love of driving; highlight Murpay campaign Meme: Roadtrip! + invite friends to join FB page ; Super Customer highlights Sweepstakes for MurMad (recruiting road warriors to become a Road Idol) Photo stream from Flickr – vote on the best pics ; amping up to Murphy Madness Twitter Murpay signups; Highlight Facebook love driving campaign Partner/Vendor Deals (lead up to Prez Day) Spotlight FB photo campaign + photo streams Spotlight Murphy video Amping up for Murphy Madness! ; continue soliciting for photos Foursquare Announce monthly “best Mayors” awards for FSQ Mayor Awards – based on Murpay use + # check-ins – preview into MurMad YouTube/Flickr Establish Flickr account for store photo uploads Video: “Superbowl ad” re: Murpay Video: blogger – customer appreciation in action on V-Day Video: branding – Murphy values: listen & communicate Video: ad for MurMad Video: quickstream – best customer photos Email/SMS E-Offer: freebie to redeem with Superbowl ad re: Murpay (at YouTube) SMS: Murpay signups + drip campaign E-Offer: BOGO to redeem via photo upload of your favorite store In-Store Signage: sign up for Murpay

Monthly Content Calendar Month: March [Women’s History Month; Red Cross Month; Spring Break] Theme: Murphy Madness! [internal value: Celebrate! ; external feature/benefit: Community Involvement Week One: Daylight Savings Mar 11 Saving Money (how to) - Daylight Savings – Morning Coffee/Breakfast Deals on the Way to Work Promo/Giveaway – Red Cross Month – donate $x thru MurphyUSA, get a FREE ___! Great Service Column - Community Involvement: highlight on Team Murphy From the Road Column - Driving to Florida for Spring Break! Week Two: Girl Scout’s Day Mar 12; Pi Day Mar 14; St. Patrick’s Day Mar 17 Saving Money (how to) - Vendor/Partner Deals (Pot o’ Gold-theme) [link juice for 3rd-party deals] Budget Calculator Column - Serialized check-in with how the monthly budget is doing Travel Tips - Roadtrips with MurphyUSA! // Spring Break! Top Customer Column – super awesome customer involved with their local community w/ Murphy help Week Three: Spring Equinox Mar 19; National Goof Off Day Mar 22 Saving Money (how to) - How to Save Money: Road Warrior Edition [tips from our Road Warrior contestants!] Promo/Giveaway – MurphyMadness voting at Facebook – BOGO product Great Service Column - mailbag feature from customer support – “how do we celebrate our successes?” [the ducks!] +call for more customer feedback! Oil & Gas 101 Column - education-based – how gasoline formulas change with the season Week Four: Make Up Your Own Holiday Day Mar 26; Final Four Mar 30-Apr1 Saving Money (how to) – Celebrate the Final Four w/ MurphyUSA [savings on game-time products = beer, chips & dip, soda, etc] Budget Calculator Column – “Spend This, Not That!” Travel Tips – Cool Driving Tools You Need to Have (including a traveling car disco ball!) Top Employee Column – super awesome employees involved in their community Major Promotions Planned: Murphy Madness! From 64 road warrior contestants in 4 geographic areas to a single Road Idol via Bracket Challenge for a YEAR of free gasoline at MurphyUSA! Fully integrated month-long campaign with social voting, photos of miles driven, purchases made with participating vendors, scavenger hunt-style challenges to complete (online & offline), and local store sponsorship for the top 16 contestants Possible sponsors: Coke, Slim Jim, General Motors, Wal-Mart, Waffle House, Clear Channel, Sprint Budget: dependent on sponsor involvement, but as close to cost-neutral as possible for Murphy Small weekly prize drawings for participating voters; six contest rounds Bloggers: up the hype & get behind your region (and help the warriors complete their missions with their readers!) Website: hero image on the main website; integrated microsite as homebase for the full campaign Wiki: running commentary on the warriors w/ bios, info, the contest, etc – fully editable & sharable Foursquare: check-ins at Murphy + sponsors = points toward victory; additional mini-contests as well Mobile app: Facebook: social voting via Face-off app; invites to refer friends to vote; mini-contests for contestants & followers Twitter: maintain #murphymadness for live-blogging of contest events and score totals YouTube: creation & posting of created content (including promo-like materials to unlock with the videos) Stores: “sponsorship” of their local Sweet 16 contestants to get the local hero to victory!

Website Hero Image Theme MARCH Week One Week Two Week Three Week Four Website Hero Image Theme MurMad Round 1-2 Red Cross promo Spring colors for ads MurMad Round 3-4 TeamMurphy hilites MurMad Round 5-6 MurMad Round 7 Blogs Internal: Daylight Savings; Florida trip; External: TeamMurphy; MurMadness announce Internal: vendor deals; top customers External: budget checkin; roadtrips with Murphy; bloggers helping your region to victory! Internal: customer support; gas formulas; road warrior tips External: MurMad voting – get down to the local level! Internal: Employees; MurMad finals;l final four with MurphyUSA External: Spend This, Not That; Cool Driving Tools Facebook Red Cross Promo announcements; MurMad launch MurMad promo – social sharing & initial voting for contenders MurMad promo – voting eOffer – unlock with voting (BOGO) MurMad promo – daily mini-contests (4 total; crown Idol early Friday!) Twitter Red Cross announcements; MurMad launch + real-time score updates MurMad score updates + social sharing for voting + road tips from contenders MurMad score updates + social sharing + road tips from contenders MurMad score updates + social sharing + tweet to vote Foursquare Announce monthly Mayor awards; lead into MurMad w/ # check-ins MurMad promo - # checkins + social share MurMad promo - # checkins + check-ins with friends MurMad promo - # checkins + YouTube/Flickr MurMad promo – catchy intro about game ; photo stream uploads MurMad promo – the contenders – basic info (20s); photo stream uploads MurMad promo – the contenders – deep info (45s); photo stream uploads MurMad promo - who will be crowned the ‘Road Idol’ Email/SMS Email - Red Cross promo (e-Offer); announce launch of MurMad Email – MurMad regional updates Text - MurMad - Text to Vote Text – MurMad – Text to Vote In-Store “Sponsorship” of R4 local contestants thru R7