1. JLC NE 2016 Crown Jewels A campaign promoting Grace Ice & Water Shield® ©2016 GCP Applied Technologies Inc. | Confidential

2. Crown Jewels a success! $301,000  $500/conversion  602 leads generated Email marketing  March 7 email was worth $201,000  March 15 email was worth $69,000  Leap Day (2/29) email was worth $30,000  Giveaway sidebox on gcpat.com collected the final $1,000 ©2016 GCP Applied Technologies Inc. | Confidential

3. Google Analytics summary of Crown Jewels Campaign ©2016 GCP Applied Technologies Inc. | Confidential

4. The Goal Funnel ©2016 GCP Applied Technologies Inc. | Confidential

5. Crown Jewels landing page ©2016 GCP Applied Technologies Inc. | Confidential

6. The Goal Destination ©2016 GCP Applied Technologies Inc. | Confidential If people signed up for our HDTV giveaway, they were taken to this Thank You page. By arriving at this page, this confirmed a webform completion and, thus, meeting the goal for this campaign – to collect qualified Residential leads that we can continue to message in future promotion.

7. 20160307 Email Average email open rate in 2016 is 28%. Average click rate is 11.54%. The Crown Jewels campaign performed better than these benchmarks. We deployed this email from an Informa leads list, containing 4,837 recipients, Christine acquired. The email generated more than 1,000 website sessions and garnered 402 unique conversions. In other words, it generated more than 400 qualified leads that we then permanently captured in our database. At $500 a conversion, this email alone was worth more than $200,000 in potential sales for GCP Residential. Email stats: Open rate: 30% Total clicks: 611 Click rate: 30.16% ©2016 GCP Applied Technologies Inc. | Confidential

8. 20160315 Email Stats… Sent to 5,400 recipients Open rate: 29.84% Total clicks: 272 Click rate: 16.88% 217 website sessions Conversions: 138 ©2016 GCP Applied Technologies Inc. | Confidential

9. Post show email Stats.. Sent to 738 recipients Open rate: 47.61% Click rate: 14.2% Total clicks: 60 113 website sessions created Conversions: 60 (The trade show photo gallery hyperlink captured 79% of the unique clicks. The blog links captured another 21%.) ©2016 GCP Applied Technologies Inc. | Confidential

10. The photo gallery got a lot of clicks! ©2016 GCP Applied Technologies Inc. | Confidential

11. Crown Jewels campaign on gcpat.com We leveraged the strong organic traffic to the RBM section of GCP’s official website to further drive leads to the Crown Jewels landing page. This sidebox was worth $1,000 to the campaign. ©2016 GCP Applied Technologies Inc. | Confidential