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ASSOCIATED BANC-CORP SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN Restated Effective
November 16, 2015

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i TABLE OF CONTENTS Page ARTICLE I Establishment of Plan and Purpose
................................................................. 1 1.01
Establishment of Plan
.........................................................................................
1 1.02 Purpose of Plan
...................................................................................................
1 ARTICLE II Definitions and Construction
......................................................................... 2 2.01
Definitions.
.........................................................................................................
2 2.02 Construction
........................................................................................................
5 ARTICLE III Eligibility
......................................................................................................
5 3.01 Conditions of Eligibility
.....................................................................................
5 3.02 Commencement of Participation
........................................................................ 5 3.03
Termination of Participation
...............................................................................
5 ARTICLE IV Amount of Benefit
........................................................................................
6 4.01 Amount of Benefit
..............................................................................................
6 4.02 Vesting
................................................................................................................
6 4.03 Partial Annual Benefit For Year of Retirement
.................................................. 6 4.04 Forfeitures
...........................................................................................................
7 ARTICLE V DISTRIBUTIONS
.........................................................................................
7 5.01 Time and Form of Benefits.
................................................................................
7 5.02 Death Benefit
......................................................................................................
9 ARTICLE VI Administration of the Plan
........................................................................... 9
6.01 Appointment of Separate Administrator
............................................................ 9 6.02 Powers and
Duties
..............................................................................................
9 6.03 Records and Notices
.........................................................................................
10

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ii 6.04 Compensation and Expenses
............................................................................ 11
6.05 Limitation of Authority
....................................................................................
11 ARTICLE VII General Provisions
....................................................................................
11 7.01 Claims
...............................................................................................................
11 7.02 Assignment
.......................................................................................................
11 7.03 Employment Not Guaranteed by Plan
.............................................................. 11 7.04
Termination and Amendment
........................................................................... 11
7.05 Notice
................................................................................................................
12 7.06 Limitation on Liability
......................................................................................
12 7.07 Indemnification
.................................................................................................
12 7.08 Headings
...........................................................................................................
12 7.09 Severability
.......................................................................................................
12 ARTICLE VIII Memorandum Account
............................................................................ 12
8.01 Nature of Account
............................................................................................
12 8.02 Credit to Memorandum Account
...................................................................... 13 8.03
Changes in Memorandum Account
.................................................................. 13 8.04
Valuation of Memorandum Account
................................................................ 14 APPENDIX A
Claims Procedures
..................................................................................
A-1

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1 ASSOCIATED BANC-CORP SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN INTRODUCTION
Effective January 1, 1986, Associated Banc Corp (the “Company”) adopted the
Associated Banc Corp Supplemental Executive Retirement Plan (the “Plan”) to
benefit certain of its employees by facilitating the accumulation of funds for
their retirement. The Plan was restated in its entirety effective as of January
1, 1996. The Plan was again restated effective January 1, 2008 to comply with
Code (as defined below) section 409A. Effective January 1, 2012, the Plan was
restated to clarify the calculation of benefits, update eligibility, and comply
with current best practices. The Company has further amended and restated the
Plan, effective November 16, 2015. This introduction and the following Articles,
as amended from time to time, comprise the Plan. ARTICLE I Establishment of Plan
and Purpose 1.01 Establishment of Plan. The Company established the Plan,
effective as of January 1, 1986 and has amended and restated the Plan from time
to time, most recently as of November 16, 2015 . 1.02 Purpose of Plan. The Plan
is designed to provide a select group of management and highly compensated
employees with the benefits they would have received under the Company’s
tax-qualified retirement plans if not for the limitations of the Code including
sections 401(a)(17) and 415. By allowing key management employees to participate
in the Plan, the Company expects the Plan to benefit it in attracting and
retaining the most capable individuals to fill its executive positions. The
parties intend that the arrangements described herein be unfunded for tax
purposes and for purposes of Title I of ERISA (as defined below). The Plan is
intended to be an unfunded deferred compensation plan maintained for a select
group of management or highly compensated employees under ERISA sections 201(2),
301(a)(3), and 401(a)(1).

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2 ARTICLE II Definitions and Construction As used herein, the following words
shall have the following meanings: 2.01 Definitions. (a) 401(k)/ESOP. The
Associated Banc-Corp 401(k) and Employee Stock Ownership Plan, as amended from
time to time. (b) Administrator. The Company or other person or persons selected
by the Company pursuant to Article 6 below to control and manage the operation
and administration of the Plan. (c) Annual Earnings. Compensation as defined in
section 1.2(j) of the RAP or section 1.2(g) of the 401(k)/ESOP, as applicable,
prior to applying the compensation limit under Code section 401(a)(17), as
adjusted for increases in the cost of living in accordance with Code section
401(a)(17)(B). (d) Beneficiaries. The spouse or descendants of Participant or
any other person designated under the Plan to receive benefits hereunder in the
event of a Participant’s death. (e) Bonus. The amount of cash that the Company
awards a Participant, if any, as part of the Company’s Management Incentive
Plan, or any other formalized cash incentive plan or bonus program of the
Company, including any discretionary bonus thereunder. (f) Cause. The occurrence
of any one of the following: (i) Commission of an act of fraud, embezzlement or
other act of dishonesty that would reflect adversely on the integrity, character
or reputation of the Company, or that would cause harm to its customer
relations, operations or business prospects; (ii) Breach of a fiduciary duty
owed to the Company; (iii) Violation or the threat of violation of a restrictive
covenant agreement, such as a non-compete, non-solicit, or non- disclosure
agreement, between a Participant and the Company;

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3 (iv) Unauthorized disclosure or use of confidential information or trade
secrets; (v) Violation of any lawful policies or rules of the Company, including
any applicable code of conduct; (vi) Conviction of criminal activity; (vii)
Failure to reasonably cooperate in any investigation or proceeding concerning
the Company; (viii) Determination by a governmental authority or agency that
bars or prohibits the Participant from being employed in his or her current
position with the Company; or (ix) Neglect or misconduct in the performance of
the Participant’s duties and responsibilities, provided that he or she did not
cure such neglect or misconduct within ten days after the Company gave written
notice of such neglect or misconduct to such Participant. Notwithstanding the
above, in the event a Participant is party to an employment agreement with the
Company that contains a different definition of Cause, the definition of Cause
contained in such employment agreement shall be controlling. (g) Code. The
Internal Revenue Code of 1986, as amended and interpreted by applicable
regulations and rulings. (h) Committee. The Compensation and Benefits Committee
of the board of directors of the Company. (i) Company. Associated Banc Corp, a
Wisconsin banking corporation and any subsidiary, successor or affiliate which
has adopted the Plan and any successor thereto. The board of directors of
Associated Banc Corp has authorized the Committee to act on behalf of the
Company for purposes of the Plan. (j) Employee. An employee of the Company. (k)
Employment. Employment with the Company. (l) ERISA. The Employee Retirement
Income Security Act of 1974, as amended from time to time, and interpreted by
applicable regulations and rulings.

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4 (m) Memorandum Account. The record of each Participant’s interest in the Plan.
(n) Participants. Such management and highly compensated Employees whom the
Company identifies as eligible to participate hereunder. Notwithstanding the
foregoing, an otherwise eligible Employee may be excluded from participation in
the Plan by contract or other agreement between the Company and the Employee.
(o) Plan. The Associated Banc Corp Supplemental Executive Retirement Plan, as
stated herein and as amended from time to time. (p) Plan Year. The period
beginning on January 1 and ending on December 31. (q) RAP. The Associated Banc
Corp Retirement Account Plan, as amended from time to time. (r) Separation from
Service. The Participant retires or otherwise has a termination of Employment
and such termination constitutes a “separation from service” under Code section
409A and Treasury regulation section 1.409A-1(h). For this purpose, whether a
termination of Employment has occurred is determined based on whether the
Company and the Participant reasonably anticipated that no further services
would be performed after a certain date or that the level of bona fide services
the Participant would perform after such date (whether as an Employee or as an
independent contractor) would permanently decrease to less than 20% of the
average level of bona fide services performed (whether as an Employee or an
independent contractor) over the immediately preceding 36-month period (or the
full period of service to the Company if the Participant has been providing
services to the Company for less than 36 months). (s) Trust Agreement. Any
instrument executed by the Company and the Trustee fixing the rights and
liabilities of each with respect to holding and administering the Trust Fund.
(t) Trustee. The Trustee or any successor Trustee, appointed by the Company,
acting in accordance with the terms of the Trust Agreement. In the absence of a
Trust Agreement, the Trustee shall maintain records of the Memorandum Accounts
under the Plan and perform such other duties regarding valuation and investment
as described in the Plan. The Trustee, or any successor Trustee, shall have the
right to resign as Trustee upon 30 days’ prior written notice to the Company
(unless the requirement of such notice is

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5 waived by the Company). The Company may at any time remove the Trustee upon 30
days’ prior written notice to the Trustee (unless the requirement of such notice
is waived by the Trustee). In the event of the resignation or removal of the
Trustee, a successor Trustee shall be appointed by the Company. (u) Trust Fund.
All assets held by the Trustee for the purposes of the Plan in accordance with
the terms of the Trust Agreement. The Company may establish such a Trust Fund
(known as a “rabbi trust”) for the purpose of accumulating funds to satisfy all
obligations incurred by the Company under the Plan. 2.02 Construction. The Plan
is intended to satisfy the requirements of Code section 409A and the final
regulations thereunder (the “Final 409A Regulations”) to the extent applicable.
The provisions of the Plan shall be construed, administered and enforced in
accordance with the applicable federal law including the requirements of Code
section 409A, the Final 409A Regulations and other guidance provided by the
Internal Revenue Service and the laws of the State of Wisconsin, as amended from
time to time. Words used in the masculine gender shall include the feminine and
words used in the singular shall include the plural, as appropriate. The words
“hereof,” “herein,” “hereunder” and other similar compounds of the word “here”
shall refer to the entire Plan, not to a particular section. All references to
statutory sections shall include the section so identified as amended from time
to time or any other statute of similar import. If any provisions of the Code,
ERISA or other statutes or regulations render any provisions of this Plan
unenforceable, such provision shall be of no force and effect only to the
minimum extent required by such law. ARTICLE III Eligibility 3.01 Conditions of
Eligibility. Effective January 1, 2012, members of the executive committee of
the Company are the only Employees eligible to participate in the Plan. Prior to
January 1, 2012, the Administrator specified the management and highly
compensated Employees eligible to participate in the Plan, consistent with the
guidelines in effect as of the date of selection as determined by the Company
from time to time. 3.02 Commencement of Participation. An individual appointed
as a member of the executive committee of the Company shall become a participant
in the Plan as of the date of such appointment. 3.03 Termination of
Participation. Except as otherwise provided below in Section 4.03, an
individual’s right to receive continued annual benefit

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6 accruals shall cease as of the earlier of the termination of his Employment or
action by the Company removing him from the Employees eligible to participate
herein. At that time the Employee become an inactive Participant.
Notwithstanding, a Participant shall remain a Participant with respect to
benefits accrued under the Plan until the Company has satisfied all liabilities
under the Plan with respect to the Participant. ARTICLE IV Amount of Benefit
4.01 Amount of Benefit. A Participant shall accrue an annual benefit under this
Plan equal to the sum of the following: (a) the excess of the amount the
Participant would have accrued under the RAP using the Participant’s Annual
Earnings as defined in section 1.2 of this Plan over the amount actually accrued
by the Participant under the RAP for such Plan Year; and (b) the excess of the
amount the Participant would have accrued under the 401(k)/ESOP using the
Participant’s Annual Earnings as defined in section 1.2 of this Plan minus any
Bonus paid by the Company, over the amount actually accrued by the Participant
under the 401(k)/ESOP for such Plan Year. For purposes of the above
calculations, the amount the Participant would have accrued under the Qualified
Plans shall be determined without regard to any applicable Code limits,
including the provisions of Code sections 401(a)(17) and 415. Accruals under
this Plan shall occur at the same rate and time as accruals under the Qualified
Plans. 4.02 Vesting. Participants who earn at least one hour of service (as
defined under the Qualified Plans) after July 24, 2012, shall be 100% vested in
all benefits provided under this Plan. Effective for purposes of determining
vesting for a Participant who does not earn an hour of service (as defined under
the Qualified Plans) after July 24, 2012, such Participant shall be considered
100% vested in the benefits provided under this Plan only after five years of
service with the Company, as determined under the Qualified Plans 4.03 Partial
Annual Benefit For Year of Retirement. In the event that a Participant’s
termination of Employment is on or after his Early Retirement Age (as defined
under the Qualified Plans), for the Plan Year in which the Participant
terminates Employment, the Participant shall accrue, as of the date of

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7 the Participant’s Separation From Service, a partial annual benefit calculated
in accordance with Section 4.01 above, but prorated for the portion of the year
prior to the Participant’s termination of Employment. 4.04 Forfeitures.
Notwithstanding any other provision of the Plan to the contrary, in the event
that a Participant incurs a termination of Employment for Cause, the Participant
shall forfeit any benefits not yet credited to the Participant’s Memorandum
Account in accordance with section 8.02 that the Participant would have accrued
under section 4.01 above relating to amounts under the Qualified Plans that were
not allocated under the Qualified Plans, on the date the Participant terminated
Employment. ARTICLE V DISTRIBUTIONS 5.01 Time and Form of Benefits. (a) A
Participant shall elect the time and form in which his benefits are payable in
writing with a Distribution Election no later than January 30th following the
Plan Year in which the Participant first becomes eligible to participate in the
Plan. For Plan Years prior to Plan Year 2015, each Participant’s written
Distribution Election shall apply to all amounts credited to the Memorandum
Account of the Participant for the Plan Year with respect to which the election
is made. For Participants who began their participation in the Plan prior to the
2015 Plan Year, such Participant’s written Distribution Election for Plan Year
2015 (which was required to be submitted in writing in November or December
2014) shall be binding on the Participant and irrevocable for all amounts
credited to the Memorandum Account of the Participant for Plan Year 2015 and all
future Plan Years in which he is a Participant. Notwithstanding the foregoing,
if a Participant who began his participation in the Plan prior to the 2015 Plan
Year made a written Distribution Election to receive an in-service distribution
election with respect to amounts credited for the 2015 Plan Year, such
Participant shall make a new Distribution Election prior to the 2016 Plan Year
which shall be applicable to all amounts credited to the Memorandum Account for
the 2016 Plan Year and all future Plan Years in which he is a Participant, and
such Distribution Election must be made in a manner compliant with Section 5.01
(d) below or, absent such election, such Participant shall be deemed to have
elected to receive such amounts in a lump sum upon the Participant’s Separation
from Service. For Participants who first begin participation in the Plan in or
after the 2015 Plan Year, such Participant’s initial Distribution Election shall
be binding and irrevocable for all amounts credited to the Memorandum Account of
the Participant for all Plan Years in which he is a Participant.

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8 (b) Any written Distribution Elections shall be made on forms and in the
manner prescribed by the Administrator and shall be irrevocable once made,
except as (i) otherwise permitted by rules established by the Administrator and
applicable law and (ii) would not cause the imposition of adverse tax
consequences under Code section 409A. (c) Prior to November 16, 2015, if a
Participant fails to elect the time and form of payment for a Plan Year, the
distribution election in effect for the immediately preceding Plan Year shall
apply to all amounts credited to the Participant’s Memorandum Account for the
Plan Year. On or after November 16, 2015, for any new Participant in the Plan
who fails to elect the time and form of payment on a written Distribution
Election, such Participant shall be deemed to have elected to receive his
Memorandum Account in a lump sump upon Participant’s Separation from Service.
(d) For any Participant who commences participation in the Plan after November
16, 2015, the Participant may elect to receive payment of his Memorandum Account
in a lump sum payment or in annual installment of 5 or 10 years, commencing upon
Participant’s Separation from Service. (e) In no event shall distributions to a
Participant who receives distributions as a result of Participant’s Separation
from Service occur prior to six months after the Participant’s Separation From
Service. Therefore, for any distribution to a Participant who has elected to
receive distributions of his Memorandum Account commencing upon a Separation
from Service, the first (or only, in the case of a lump sum) distribution to the
Participant in such case shall be made to the Participant on the first regular
payroll date of the Company following the six-month anniversary of the date of
the Participant’s Separation from Service. Subsequent installments, if
applicable, shall be paid to the Participant on the annual anniversary of the
date of the first installment payment, with all installments calculated on the
declining balance method. (f) In the event that the date of payment specified in
this Article V does not fall on a regular payroll date of the Company, the
Company shall make such payment on the first regular payroll date following the
date such payment would be required to be made. (g) For distributions from a
Participant’s Memorandum Account which relate to annual benefits accrued for the
2016 Plan Year and later, each installment payment related to such amounts from
a Participant’s Memorandum Account will be treated as a separate payment for
purposes of Section 409A of the Code.

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9 (h) For purposes of determining the payment schedule of any benefit payable to
the Participant under Section 3.02(d) of the Company’s Change of Control Plan,
the Participant’s last Distribution Election in effect under this Plan (or only
Distribution Election in effect for Participants who commence participation in
this Plan on or after November 16, 2015) shall be treated as the Participant’s
election for the calendar year including the Date of Termination (as such term
is defined in the Change in Control Plan). 5.02 Death Benefit. If a Participant
dies prior to the commencement of benefits under the Plan, his Beneficiaries
shall receive a lump sum distribution of his accrued benefits under the Plan as
soon as administratively feasible following death, but not after the later of
(i) the last day of the Plan Year in which the Participant died, or (ii) the
fifteenth day of the third calendar month following the date the Participant
died. If a Participant dies while receiving benefits from the Plan, the death
benefit, if any, payable to his Beneficiaries shall be determined in accordance
with the form of distribution selected by the Participant pursuant to section
5.01 of this Plan. ARTICLE VI Administration of the Plan 6.01 Appointment of
Separate Administrator. The board of directors of the Company has appointed the
Committee to serve as Administrator. The Company shall accept and rely upon any
document executed by the Committee until the board revokes such appointment. No
person serving on the Committee shall vote or decide upon any matter relating
solely to himself or solely to any of his rights or benefits pursuant to the
Plan. 6.02 Powers and Duties. The Administrator shall administer the Plan in
accordance with its terms. The Administrator shall have full and complete
authority and control with respect to Plan operations and administration unless
the Administrator allocates and delegates such authority or control pursuant to
the procedures stated in subsection (b) or (c) below. Any decisions of the
Administrator or its delegate shall be final and binding upon all persons
dealing with the Plan or claiming any benefit under the Plan. The Administrator
shall have all powers which are necessary to manage and control Plan operations
and administration including, but not limited to, the following: (a) To employ
such accountants, counsel or other persons as it deems necessary or desirable in
connection with Plan administration. The Company shall bear the costs of such
services and other administrative expenses.

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10 (b) To designate in writing persons other than the Administrator to perform
any of its powers and duties hereunder. (c) To allocate in writing any of its
powers and duties hereunder to those persons who have been designated to perform
Plan fiduciary responsibilities. (d) The discretionary authority to construe and
interpret the Plan, including the power to construe disputed provisions. (e) To
resolve all questions arising in the administration, interpretation and
application of the Plan, including, but not limited to, questions as to the
eligibility or the right of any person to a benefit. (f) To adopt such rules,
regulations, forms and procedures from time to time as it deems advisable and
appropriate in the proper administration of the Plan. (g) To prescribe
procedures to be followed by any person in applying for distributions pursuant
to the Plan and to designate the forms or documents, evidence and such other
information as the Administrator may reasonably deem necessary, desirable or
convenient to support an application for such distribution. (h) To apply
consistently and uniformly rules, regulations and determinations to all
Participants and Beneficiaries in similar circumstances. 6.03 Records and
Notices. The Administrator shall keep a record of all its proceedings and acts
and shall maintain all such books of accounts, records and other data as may be
necessary for proper Plan administration. The Administrator shall notify the
Company of any action taken by the Administrator which affects the Trustee’s
Plan obligations or rights and, when required, shall notify any other interested
parties.

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11 6.04 Compensation and Expenses. The expenses incurred by the Administrator in
the proper administration of the Plan shall be paid from the Company. An
Administrator who is an Employee shall not receive any additional fee or
compensation for services rendered as an Administrator. 6.05 Limitation of
Authority. The Administrator shall not add to, subtract from or modify any of
the terms of the Plan, change or add to any benefits prescribed by the Plan, or
waive or fail to apply any Plan requirement for benefit eligibility. ARTICLE VII
General Provisions 7.01 Claims. Any claim for benefits under the Plan by a
Participant or Beneficiary shall be governed by the claims procedures set forth
in Appendix A. 7.02 Assignment. No Participant or Beneficiary may sell, assign,
transfer, encumber or otherwise dispose of the right to receive payments
hereunder. A Participant’s rights to benefit payments under the Plan are not
subject in any manner to anticipation, alienation, sale, transfer, assignment,
pledge, encumbrance, attachment or garnishment by creditors of the Participant
or the Participant’s Beneficiary. 7.03 Employment Not Guaranteed by Plan. The
establishment of this Plan, its amendments and the granting of a benefit
pursuant to the Plan shall not give any Participant the right to continued
Employment or limit the right of the Company to dismiss or impose penalties upon
the Participant or modify the terms of Employment of any Participant. 7.04
Termination and Amendment. The Company may at any time and from time to time
terminate, suspend, alter or amend this Plan and no Participant or any other
person shall have any right, title, interest or claim against the Company, its
directors, officers or Employees for any amounts, except that the Participant
shall be vested in his Memorandum Account hereunder as of the date on which the
Plan is terminated, suspended, altered or amended and (unless the Company and
the Participant agree to the contrary) such amount shall (a) continue to
fluctuate pursuant to the investment election then in effect and (b) be paid to
the Participant or his Beneficiaries at the time and in the manner provided by
Article 5 above. Notwithstanding the above, the Plan may be liquidated upon
termination if the requirements of Treasury regulation section
1.409A-3(j)(4)(ix) are satisfied.

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12 7.05 Notice. Any and all notices, designations or reports provided for herein
shall be in writing and delivered personally or by registered or certified mail,
return receipt requested, addressed, in the case of the Company, its board of
directors or Administrator, to the Company’s principal business office and, in
the case of a Participant or Beneficiary, to his home address as shown on the
records of the Company. 7.06 Limitation on Liability. In no event shall the
Company, Administrator or any Employee, officer or director of the Company incur
any liability for any act or failure to act unless such act or failure to act
constitutes a lack of good faith, willful misconduct or gross negligence with
respect to the Plan. 7.07 Indemnification. The Company shall indemnify the
Administrator and any Employee, officer or director of the Company against all
liabilities arising by reason of any act or failure to act unless such act or
failure to act is due to such person’s own gross negligence or willful
misconduct or lack of good faith in the performance of his duties to the Plan or
Trust Fund. Such indemnification shall include, but not be limited to, expenses
reasonably incurred in the defense of any claim, including attorney and legal
fees, and amounts paid in any settlement or compromise; provided, however, that
indemnification shall not occur to the extent that it is not permitted by
applicable law. Indemnification shall not be deemed the exclusive remedy of any
person entitled to indemnification pursuant to this section. The indemnification
provided hereunder shall continue as to a person who has ceased acting as a
director, officer, member, agent or Employee of the Administrator or as an
officer, director or Employee of the Company, and such person’s rights shall
inure to the benefit of his heirs and representatives. 7.08 Headings. All
articles and section headings in this Plan are intended merely for convenience
and shall in no way be deemed to modify or supplement the actual terms and
provisions stated thereunder. 7.09 Severability. Any provision of this Plan
prohibited by law shall be ineffective to the extent of any such prohibition,
without invalidating the remaining provisions hereof. The illegal or invalid
provisions shall be fully severable and this Plan shall be construed and
enforced as if the illegal or invalid provisions had never been inserted in this
Plan. ARTICLE VIII Memorandum Account 8.01 Nature of Account. Only for the
purpose of measuring payments due Participants hereunder, the Company shall
maintain on behalf of

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13 each Participant a Memorandum Account to which the Company shall credit the
amounts described in this Article 8. The Memorandum Account hereunder and
assets, if any and of any nature, acquired by the Company to measure a
Participant’s benefits hereunder shall not constitute or be treated for any
reason as a trust for, property of or a security interest for the benefit of,
the Participant, his Beneficiaries or any other person. The Participants and the
Company acknowledge that the Plan constitutes a promise by the Company to pay
benefits to the Participants or their Beneficiaries, that Participants’ rights
hereunder are limited to those of general unsecured creditors of the Company and
that the establishment of the Plan, acquisition of assets to measure a
Participant’s benefits hereunder does not prevent any property of the Company
from being subject to the rights of all the Company’s creditors. 8.02 Credit to
Memorandum Account. As soon as administratively possible after the end of each
Plan Year, but no later than March 31, the Company shall credit to the
Memorandum Account of each Participant the amount, if any, accrued in accordance
with section 4.01. For the avoidance of doubt, if a Participant’s Separation
from Service (other than a termination of Employment for Cause) occurs after the
end of a Plan Year in which an amount has accrued under this Plan in accordance
with Section 4.01 but prior to the date on which such amount has been credited
to the Participant’s Memorandum Account in accordance with this Section 8.02,
the Participant shall continue to be entitled to receive a credit to his
Memorandum Account for the Plan Year prior to the date of the Participant’s
Separation from Service. For any partial annual benefit accrued by a Participant
in accordance with Section 4.03 due to retirement, such partial annual benefit
shall be calculated and credited to the Participant’s Memorandum Account no
later than ninety (90) days after the date of the Participant’s Separation from
Service. 8.03 Changes in Memorandum Account. Each Participant may specify his
investment preferences for his Memorandum Account by completing and submitting
an Investment Preference Form provided by the Administrator. Final approval of
the Participant’s investment selection is within the discretion of the
Administrator, and the Trustee. The Participant’s Memorandum Account shall be
adjusted to reflect the income and losses and increase or decrease in value
experienced by assets as if the amounts were invested according to the
Participant’s preferences, subject to final approval by the Administrator and
Trustee. A Participant’s Memorandum Account shall also reflect expenses
generated by, and related to, the investment choices made in accordance with the
Investment Preference Form. A Participant may submit a new Investment Preference
Form to the Administrator as frequently as may be allowed by the Administrator
or a

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14 third-party delegate, consistent with any procedures that may be approved by
the Company. All elections must be in writing and must be signed by the
Administrator. 8.04 Valuation of Memorandum Account. Within 90 days after the
last day of each Plan Year, the Company shall provide each Participant or his
Beneficiaries a statement indicating the balance of his Memorandum Account as of
the last day of such Plan Year, reflecting the amount of accruals, if any,
occurring for such year, together with all other changes in value during the
Plan Year. Any Participant or Beneficiary who disagrees with the information
provided in such statements must submit objections, in writing, to the
Administrator within 90 days of receipt of such statements.

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Signature Page to Associated Banc-Corp Supplemental Executive Retirement Plan as
Restated Effective November 16, 2015 EXECUTION IN WITNESS WHEREOF, Associated
Banc-Corp, by its duly authorized officer, has executed this Plan on the date
indicated below. Associated Banc-Corp By: Judith M. Docter Title: Executive Vice
President and Chief Human Resources Director Date:

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A-1 APPENDIX A CLAIMS PROCEDURES Claims for benefits under the Associated Banc
Corp Supplemental Executive Retirement Plan (the “Plan”) shall be governed by
the claims procedures set forth below. 1. Definitions. For purposes of this
Appendix A, the following terms shall have the following meanings: (a) “Adverse
Benefit Determination” means a denial, reduction, termination or a failure to
provide or make payment (in whole or in part) of a benefit under the Plan. (b)
“Claim” means a request for a benefits under the Plan, made by a Claimant in
accordance with the Plan’s procedures for filing Claims, as described in this
Appendix A. (c) “Claimant” means a Participant (or, in the event of his death,
his Beneficiary) or the personal representative of the Participant or his
Beneficiary, if applicable, who makes a request for a benefit under the Plan.
(d) “Relevant Documents” include documents, records or other information with
respect to a Claim that: (i) Were relied upon by the Administrator in making the
benefit determination; (ii) Were submitted to, considered by or generated for,
the Administrator in the course of making the benefit determination, without
regard to whether such documents, records or other information were relied upon
by the Administrator in making the benefit determination; (iii) Demonstrate
compliance with administrative processes and safeguards required in making the
benefit determination; or (iv) Constitute a statement of policy or guidance with
respect to the Plan concerning the denied benefit for the Participant’s
circumstances, without regard to whether such advice was relied upon by the
Administrator in making the benefit determination. 2. Procedure for Filing a
Claim. For a communication from a Claimant to constitute a valid Claim, it must
satisfy the following paragraphs (a) and (b) of this section 2.

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A-2 (a) Any Claim submitted by a Claimant must be in writing on the appropriate
Claim form (or in such other manner acceptable to the Administrator) and
delivered, along with any supporting comments, documents, records and other
information, to the Administrator in person, or by mail postage paid, to the
address for the Company’s principal business office. (b) Claims and appeals of
denied Claims may be pursued by a Claimant. However, the Administrator may
establish reasonable procedures for determining whether an individual has been
authorized to act on behalf of a Claimant. 3. Initial Claim Review. The initial
Claim review will be conducted by the Administrator, with or without the
presence of the Claimant, as determined by the Administrator in its discretion.
The Administrator will consider the applicable terms and provisions of the Plan
and any amendments thereto, information and evidence that is presented by the
Claimant and any other information it deems relevant. (a) Initial Benefit
Determination. (i) The Administrator will notify the Claimant of its
determination within a reasonable period of time, but in any event (except as
described in paragraph (ii) below) within 90 days after receipt of the Claim by
the Administrator. (ii) The Administrator may extend the period for making the
benefit determination by 90 days if it determines that such an extension is
necessary due to special circumstances and if it notifies the Claimant, prior to
the expiration of the initial 90-day period, of the existence of the
circumstances requiring the extension of time and the date by which the
Administrator expects to render a decision. (b) Manner and Content of
Notification of Adverse Benefit Determination. (i) The Administrator will
provide a Claimant with written or electronic notice of any Adverse Benefit
Determination (a “Notice”). (ii) The Notice will provide, in a manner calculated
to be understood by the Claimant: [a] The specific reason(s) for the Adverse
Benefit Determination;

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A-3 [b] Reference to the specific provision(s) of the Plan on which the
determination is based; [c] Description of any additional material or
information necessary for the Claimant to perfect the Claim and an explanation
of why such material or information is necessary; and [d] A description of the
Plan’s review procedures and the time limits applicable to such procedures,
including a statement of the Claimant’s right to bring a civil action under
ERISA Section 502(a) following an Adverse Benefit Determination on review. (c)
Procedure for Filing a Review of an Adverse Benefit Determination. (i) Any
appeal of an Adverse Benefit Determination by a Claimant must be brought to the
Administrator within 60 days after receipt of the Notice. Failure to appeal
within such 60-day period will be deemed to be a failure to exhaust all
administrative remedies under the Plan. The appeal must be in writing utilizing
the appropriate form provided by the Administrator (or in such other manner
acceptable to the Administrator); provided, however, that if the Administrator
does not provide the appropriate form, no particular form is required to be
utilized by the Claimant. The appeal must be filed with the Administrator at the
address for the Company’s principal business office. (ii) A Claimant will have
the opportunity to submit written comments, documents, records and other
information relating to the Claim. (d) Review Procedures for Adverse Benefit
Determinations. (i) The Administrator will provide a review that takes into
account all comments, documents, records and other information submitted by the
Claimant without regard to whether such information was submitted or considered
in the initial benefit determination. (ii) The Claimant will be provided, upon
request and free of charge, reasonable access to and copies of all Relevant
Documents. (iii) The review procedure may not require more than two levels of
appeals of an Adverse Benefit Determination. 4. Timing and Notice of Benefit
Determination on Review. The Administrator will notify the Claimant within a
reasonable period of time, but in any event within 60 days after the Claimant’s
request for review, unless the Administrator determines that special
circumstances require an extension of time

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A-4 for processing the review of the Adverse Benefit Determination. If the
Administrator determines that an extension is required, written Notice will be
furnished to the Claimant prior to the end of the initial 60-day period
indicating the existence of special circumstances requiring an extension of time
and the date by which the Administrator expects to render the determination on
review, which in any event will be within 60 days from the end of the initial
60-day period. If such an extension is necessary due to a failure of the
Claimant to submit the information necessary to decide the Claim, the period in
which the Administrator is required to make a decision will be tolled from the
date on which the notification is sent to the Claimant until the Claimant
adequately responds to the request for additional information. (a) Manner and
Content of Notice of Benefit Determination on Review. The Notice will set forth:
(i) The specific reason(s) for the Adverse Benefit Determination; (ii) Reference
to the specific provision(s) of the Plan on which the determination is based;
(iii) A statement that the Claimant is entitled to receive, upon request and
free of charge, reasonable access to and copies of all Relevant Documents; and
(iv) A statement of the Claimant’s right to bring a civil action under ERISA
Section 502(a) following an Adverse Benefit Determination on review. 13762717.3

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