The Home Depot & CNN You can do it, We can help “Integrated Architecture” blueprint

AGENDA  Extend from Media Relationship to Customer Engagement (including our own employees)  Have Home Depot perceive CNN as an important stakeholder in its marketing plans  Provide Home Depot with a fully integrated communications plan  Broadcast:National-Local-DRTV, Web, Biz Dev, Events  Dramatically Increase Home Depot’s annual commitment to CNN

THE COMMON BRAND THREAD Loyalty Empowerment Value Innovation Choice Distinction Ubiquity

HOME DEPOT’S CONSTITUENTS 1.Delegators 2.Perfectors 3.Pros 4.Associates

Home Depot Gift Card Hometown Heroes Top 5 Real Estate Tips Women’s Platform Local Cable CNN CORE PLATFORM FOR HOME DEPOT

TOOL #1 TURNER TRADE GROUP Home Depot Gift Cards Home Depot gift cards are made available to all Time Warner (numbering 93,000) and their families and friends (providing a total audience of 375,000 customers) in exchange for commercial inventory on CNN networks. TTG will make the gift cards available to this customer base at a 15% discount in a effort to provide an incentive to purchase. It is this discounted amount of cash that will be available for Home Depot to negotiate our best rates and most favorable media opportunities Home Depot Lunch and Learn Time Warner employees are encouraged to participate in a home improvement lunch and learn seminar conducted by the professionals at Home Depot. There is no cost assumed by employees and HD gift cards would be available at a 15% discount to those who attend. Benefits Through this process, HD will receive Access to a large and lucrative audience, customer acquisition, increased marketing power, guaranteed product sales, competitive positioning and additional revenue opportunities.

TOOL #1 TURNER TRADE GROUP Home Depot Lunch and Learn Time Warner employees are encouraged to participate in a home improvement lunch and learn seminar conducted by the professionals at Home Depot. There is no cost assumed by employees and HD gift cards would be available at a 15% discount to those who attend.

Programming Thursday, 10A & Saturday, 2P The Home Depot and CNN team-up to recognize people who embody the attributes of Teamwork, Empowerment, Motivation, Education. They have succeeded against the odds, often doing More With Less. They Stand Out among their peers. They've Had Fun and have been Impactful at the local level. This customized feature focuses on the Home Town Hero. TOOL #2 THE HOME DEPOT/CNN “HOMETOWN HEROES”

Promotion The Home Depot Hometown Heroes Contest: Concept -- CNN and The Home Depot will take nominations for Hometown Heroes at local Home Depot locations. Nominations can be taken at in-store displays or via the internet. Individual store managers will select one Hometown Hero per location. Nominating criteria would be determined prior to taking nominations. Store managers would judge based on each entrants contribution to the community and success at being a Hometown Hero. TOOL #2 THE HOME DEPOT/CNN “HOMETOWN HEROES“ Prizes -- Individual store winners would receive a Home Depot Gift Card (amount TBD) and a donation would be made a charity of her choosing, courtesy of The Home Depot. The National "Hometown Hero" would receive a $10,000 gift or service certificate from The Home Depot and a matching contribution made to the charity of her choice by The Home Depot. How it Works Promotional spots on the CNN Networks will announce the Hometown Heroes contest and seminar program, encouraging consumers to visit The Home Depot to nominate their Hometown Hero. A companion website will contain all information for the contest and provide background on the entire program. It will also provide all entry information including store locator, online nomination mechanism as well as contest rules and links to Home Depot and CNN's sites. In-Store Seminars -- “How To Be A Hometown Hero” seminars, sponsored by The Home Depot, will be conducted concurrently. After the promotional period, The Home Depot and CNN will select the local, regional and national winners. Employee Incentive/Recognition -- Companion program provides "Surround" for employees. This provides a way to recognize The Home Depot employees as Hometown Heroes.

TOOL # 3 TOP 5 REAL ESTATE TIPS Programming CNN will create a “Top 5 Real Estate Tips" feature to be sponsored by The Home Depot. This feature will follow the format of CNN's Top Five Tips and will fall on the weekend to capitalize on that busy house-hunting period. The feature will focus on how to find the best mortgage rates, what to look for when buying a home and what to consider when major renovations come into play.

Online As an extension to CNN's Top 5 Real Estate tips, Home Depot will own key advertising space in CNNmoney.com's extensive Real Estate Section. Home Depot will sponsor the Home Improvement section with 100% SOV of the large, rich media & video enabled 336x280 on the Home Improvement Main page. The home improvement section offers users many in-depth articles on the latest ways to improve rooms, bathrooms, tips on how to finance these changes, what materials to use, etc. In addition to this placement, Home Depot will have a CNNMoney.com home page entitlement. Once a week, CNNmoney.com will showcase the Real Estate section and Home Depot will have an ad space within that special promotional box (Ad size TBD). Home Depot can own this entitlement each week for the full duration of their flight. TOOL # 3 TOP 5 REAL ESTATE TIPS NOTE: THIS MIGHT ALSO BE A MOCKUP

TOOL #4 WOMEN’S PLATFORM Programming On The Story/What’s Her story Saturday, 10A “What’s Her Story” is a feature that is built on CNN’s weekend program “On The Story”. It takes a look at women who are emerging as leaders and standouts in their various fields -- whether it’s science, business, education or entertainment.

Sweepstakes What’s Her Story? Sweepstakes CNN and The Home Depot challenge viewers to name notable women in this consumer sweepstakes. Viewers will have a chance to win a $20,000 home makeover, courtesy of The Home Depot. TOOL #4 WOMEN’S PLATFORM How it Works -- Promotional spots on the CNN Networks (CNN, Headline News, CNNfn and CNN Airport Network) will announce the contest and encourage viewers to log-on to CNN.com for their chance to win. Co-branded banners will link to a special promotional mini-site that contains entry mechanism, contest rules and links to The Home Depot site. To enter, users guess the identity of famous women's profiles. The women could be historical figures or women profiled on the CNN "What’s Her Story”. After the user guesses the identity, the screen changes and the correct identities of all the women appear, providing an informative look at achieving females. All users who take a guess are entered to win. One winner will be chosen at random for the grand prize.

Local Turner Network Sales Local Cable Operator Extension CNN will help capitalize on the national media behind these programs by encouraging its local cable affiliates to capture ad sales business. CNN provides local cable affiliates with a promotional spot that is "taggable" with the location of the participating Home Depot in that market. The spots drive consumers to point of sale displays, on-pack promotions, in-store appearances, etc. As added value for their local cable buy, the local Home Depot receives bonus spots that look and feel and are part of the national campaign and ultimately drive traffic to their location(s). Typical affiliate incentive programs deliver over $1 million in additional media value (programs including the top 10 cable markets). TOOL #5 TURNER NETWORK SALES