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Consider the Employee Journey Before you dive into specific tactics or other details, take a moment to get a birds eye view of what an employee at your company experiences with regard to their equity awards. Mapping out the employee journey will help you identify the key elements and timing considerations that will serve as the foundation for your education plan. • Where does your employee's journey start? At time of hire, at time of grant? • Who do they interact with as they learn more about their equity programs? NEW ESPP LAUNCHED PARTICIPANT MARCH 2020 APRIL 2020 MAY 2020 JUNE 2020 • First learns about new ESPP plan • Understands why they should enroll • Training dates aand information • Learn about important action items they must complete • Learn how to enroll in Shareworks • Reminded or the action items and dates • Reminder of how to enroll in Shareworks • Equity basics review • Given the go-ahead • Enrolls in ESPP Comm. #1 Comm. #2 Training #1 Training #2 Comm. #3 Comm. #4 Example Communication Journey • What resources do they use on a daily basis, and where do they go to get information? • What are your employees working toward? • How is your equity program designed around them? The sections below will cover the key questions you should be asking as you identify the various elements of your employee journey. Who is your audience? First up, identify your audience. Your audience may be your entire employee base, or it may be a specific subset (e.g., executives only). Depending on how broadly your organization grants equity, your audience may be large and varied (in geography, or perhaps existing knowledge areas), or small and concentrated. Knowing who your audience is will be an important part of the employee journey: does your audience have a finance background where they generally understand equity, or are they more likely to be first-time equity award recipients? Once you know who they are, you can take inventory of what they are likely to know (or not know), and how to address those areas. Another aspect to consider is the different roles and responsibilities of those who may need to assist you with your education efforts – think through how you can best support them throughout the process, and include that information in your employee journey map as well. What key events need to be included? Once you've identified your audience, thing about the key events that impact them. These events may include plan- related activities, like grant dates, award vestings, or purchase dates. They may include corporate events, like an annual performance review, an all-hands meeting, or a board of directors/shareholders meeting. Start with a long list, where no date is too small or insignificant, and whittle the list down from there. Think about the events that have the highest touch on the equity plan, and be sure to include them in your employee journey mapping (even if it's just to plan other activities around them, in the case of a board of directors meeting or something similar). Some corporate events may be used as a launch pad for sharing information, such as an all-hands meeting. It can be helpful to have a captive audience, especially if you want to share critical details about your equity program and upcoming plan-related dates. When is the best time to communicate? When you've identified your key events, it's now time to think about when you want to do outbound communications to your employees. Communication outreach is largely dependent on plan activities, so it's important to be mindful when scheduling key messages. Sending too early may lead to a drop-off in attention (or memory), and sending too late may not provide people with sufficient time to prepare and ask any relevant questions. It's helpful to think about what may have worked well for you and your team in the past regarding plan communications – don't reinvent the wheel, just revisit how you visualize your communication workflow. In addition to identifying the timing for key communications, think about what the specific takeaway of the message should be – equity-related information may often be extensive, but try to keep the relevant action items and key data points at the top of any outbound message (e.g., email, a social post), while supporting that message with longer, more in-depth resources on an intranet or other resource, if need be. • Selects contribution amount CELEBRATE! 3 MORGAN STANLE Y AT WORK SHARE WORKS

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