Document:

2009 Dynamic Response Group, Inc. Equity Incentive Plan

 Exhibit 4.1 
 DYNAMIC RESPONSE GROUP, INC. 
 2009 EQUITY INCENTIVE PLAN 

 TABLE OF CONTENTS 
  

			
		
	1)     PURPOSES OF THE PLAN	  	1
		
	2)     DEFINITIONS	  	1
		
	3)     COMPLIANCE WITH APPLICABLE LAWS	  	1
		
	4)     EFFECTIVE DATE; TERM OF PLAN	  	2
		
	5)     STOCK SUBJECT TO THE PLAN	  	2
	 A)    SHARES SUBJECT TO THE PLAN
	  	2
	 B)    LAPSED AWARDS
	  	2
	 C)    RESERVATION OF SHARES
	  	3
		
	6)     ADMINISTRATION OF PLAN	  	3
	 A)    PLAN ADMINISTRATOR
	  	3
	 B)    POWERS OF THE ADMINISTRATOR
	  	3
	 C)    EFFECT OF ADMINISTRATOR’S
DECISION
	  	4
	 D)    INFORMATION TO BE FURNISHED TO
COMMITTEE
	  	5
	 E)    LIABILITY AND INDEMNIFICATION OF
COMMITTEE
	  	5
		
	7)     ELIGIBLE PARTICIPANTS	  	5
		
	8)     STOCK OPTIONS	  	6
	 A)    LIMITATIONS
	  	6
	 B)    TERM OF OPTION
	  	6
	 C)    OPTION EXERCISE PRICE
	  	6
	 D)    VESTING AND EXERCISE DATES
	  	7
	 E)    FORM OF CONSIDERATION
	  	7
	 F)    PROCEDURE FOR EXERCISE; RIGHTS AS
A SHAREHOLDER
	  	7
	 G)    TERMINATION OF RELATIONSHIP AS A
SERVICE PROVIDER
	  	8
	 H)    DISABILITY OF PARTICIPANT
	  	8
	  I)    DEATH OF PARTICIPANT
	  	8
		
	9)     RESTRICTED STOCK	  	9
	 A)    GRANT OF RESTRICTED STOCK
	  	9
	 B)    RESTRICTED STOCK AGREEMENT
	  	9
	 C)    TRANSFERABILITY
	  	9
	 D)    OTHER RESTRICTIONS
	  	9
	 E)    REMOVAL OF RESTRICTIONS
	  	9
	 F)    VOTING RIGHTS
	  	9
	 G)    DIVIDENDS AND OTHER DISTRIBUTIONS
	  	9
	 H)    RETURN OF RESTRICTED STOCK TO
COMPANY
	  	10
		
	10)    RESTRICTED STOCK UNITS	  	10
	 A)    GRANT OF RESTRICTED STOCK UNITS
	  	10
	 B)    VESTING CRITERIA AND OTHER
TERMS
	  	10
	 C)    EARNING RESTRICTED STOCK UNITS
	  	10
	 D)    FORM AND TIMING OF PAYMENT
	  	10
	 E)    CANCELLATION
	  	10
		
	11)    STOCK APPRECIATION RIGHTS	  	10
	 A)    GRANT OF STOCK APPRECIATION
RIGHTS
	  	10
	 B)    NUMBER OF SHARES
	  	11
	 C)    EXERCISE PRICE AND OTHER TERMS
	  	11
	 D)    STOCK APPRECIATION RIGHT AGREEMENT
	  	11

  

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	 E)    EXPIRATION OF STOCK APPRECIATION
RIGHTS
	  	11
	 F)    PAYMENT OF STOCK APPRECIATION RIGHT
AMOUNT
	  	11
		
	12)    PERFORMANCE UNITS AND PERFORMANCE SHARES	  	11
	 A)    GRANT OF PERFORMANCE
UNITS/SHARES
	  	11
	 B)    VALUE OF PERFORMANCE
UNITS/SHARES
	  	11
	 C)    PERFORMANCE OBJECTIVES AND OTHER
TERMS
	  	12
	 D)    EARNING OF PERFORMANCE
UNITS/SHARES
	  	12
	 E)    FORM AND TIMING OF PAYMENT OF
PERFORMANCE UNITS/SHARES
	  	12
	 F)    CANCELLATION OF PERFORMANCE
UNITS/SHARES
	  	12
		
	13)    ADJUSTMENTS; DISSOLUTION OR LIQUIDATION; MERGER OR CHANGE IN CONTROL	  	12
	 A)    ADJUSTMENTS
	  	12
	 B)    DISSOLUTION OR LIQUIDATION
	  	13
	 C)    CHANGE IN CONTROL
	  	13
		
	14)    TERMS AND CONDITIONS OF AWARDS	  	14
	 A)    PERFORMANCE CRITERIA
	  	14
	 B)    NO EFFECT ON EMPLOYMENT OR
SERVICE
	  	14
	 C)    NO EFFECT ON RETIREMENT AND
OTHER BENEFIT PLANS
	  	14
	 D)    DATE OF GRANT
	  	15
	 E)    LEAVE OF ABSENCE/COMPANY
TRANSFER
	  	15
	 F)    RESTRICTIONS ON TRANSFER OF
AWARD
	  	15
	 G)    WITHHOLDING
	  	15
	 H)    COMPLIANCE WITH LAWS UPON DELIVERY
OF SHARES
	  	16
	  I)    INVESTMENT ASSURANCES; REPRESENTATION AND
WARRANTIES OF PARTICIPANT
	  	16
	  J)    INABILITY TO OBTAIN AUTHORITY
	  	16
	 K)    REGISTRATION OF SHARES
	  	16
	 L)    UNFUNDED OBLIGATION
	  	16
		
	15)    AMENDMENT; TERMINATION OF PLAN	  	17
		
	16)    CONSTRUCTION OF PLAN	  	18
		
	17)    GOVERNING LAW	  	18

  

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 DYNAMIC RESPONSE GROUP, INC. 
 2009 EQUITY INCENTIVE PLAN 
 Dynamic Response Group, Inc., a Florida corporation
(the “Company”), does herein set forth the terms of the Dynamic Response Group, Inc. 2009 Equity Incentive Plan (the “Plan”). 
  

	1)	PURPOSES OF THE PLAN 

 The purposes of this Plan are to
(a) attract and retain employees, directors and other persons providing services to the Company and Affiliates; (b) motivate Participants, by means of appropriate incentives, to achieve long range goals; and (c) thereby promote the
long term financial interests of the Company. The Plan permits the grant of Incentive Stock Options, Non-Statutory Stock Options, Restricted Stock, Restricted Stock Units, Stock Appreciation Rights, Performance Units and Performance Shares.

  

	2)	DEFINITIONS 

 The definitions set forth on Schedule
A, as amended, shall apply as used herein and in the individual Award Agreements except as defined otherwise in an individual Award Agreement. In the event a term is separately defined in an individual Award Agreement, such definition shall
supersede the definition contained in the Schedule to this Section 2. 
  

	3)	COMPLIANCE WITH APPLICABLE LAWS 

 (a)    Compliance with Rule 16b-3. This Plan is intended to comply in all respects with Rule 16b-3 (“Rule 16b-3”) promulgated by the Securities and Exchange Commission under the Exchange Act, with
respect to participants who are subject to Section 16 of the Exchange Act, and any provision(s) herein that is/are contrary to Rule 16b-3 shall be deemed null and void to the extent appropriate by either the Committee or the Board. 

(b)    Compliance with Code. 
 (i)    Section 422. With respect to Incentive Stock Options, this Plan is intended to comply in every respect with Section 422 of the Code and the regulations promulgated
thereunder. In the event any future statute or regulation shall modify the existing statute, this Plan shall be deemed to incorporate by reference such modification. Any Award Agreement relating to any Award granted pursuant to this Plan outstanding
and unexercised at the time any modifying statute or regulation becomes effective shall also be deemed to incorporate by reference such modification, and no notice of such modification need be given to such Service Provider. If any provision of this
Plan is determined to disqualify shares purchasable pursuant to an Award granted under this Plan from the special tax treatment provided by the Code, such provision shall be deemed null and void and to incorporate by reference the modification
required to qualify the shares for said tax treatment. 
 (ii)    Section 162(m). Notwithstanding any other
provision of the Plan, at such time as the Administrator of the Plan is a Committee consisting solely of two or more Outside Directors and to the extent that a grant to a Covered Employee under the Plan complies with the exemption for
“performance based” compensation under Section 162(m) of the Code, subject to the provisions of Section 13 relating to adjustments upon changes in the shares of Common Stock, no Participant may be granted (i) Options or
Stock Appreciation Rights during any 36-month period with respect to more than 2,000,000 Shares or (ii) Restricted Stock, Performance 

  

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Awards and/or Restricted Stock Unit Awards that are denominated in Shares in any 36-month period with respect to more than 1,000,000 Shares that are intended
to comply with the performance-based exception under Code Section 162(m) 
 (collectively, the “Limitations”). In addition to the foregoing,
the maximum dollar value that may be granted to any Participant for each 12 months in a Performance Period with respect to Performance Awards that are intended to comply with the performance-based exception under Code Section 162(m) and are
denominated in cash is $5,000,000. If an Award is cancelled, the cancelled Award shall continue to be counted toward the applicable Limitations (or, in the case of a performance award denominated in cash, to be counted toward the dollar amount in
the preceding sentence). 
 (iii)    Section 409A. This Plan is intended to comply and shall be administered
in a manner that is intended to comply with Section 409A of the Code and shall be construed and interpreted in accordance with such intent. To the extent that an Award or the payment, settlement or deferral thereof is subject to
Section 409A of the Code, the Award shall be granted, paid, settled or deferred in a manner that will comply with Section 409A of the Code, including regulations or other guidance issued with respect thereto, except as otherwise determined
by the Committee. Any provision of this Plan that would cause the grant of an Award or the payment, settlement or deferral thereof to fail to satisfy Section 409A of the Code shall be amended to comply with Section 409A of the Code on a
timely basis, which may be made on a retroactive basis, in accordance with regulations and other guidance issued under Section 409A of the Code. 
 (c)    Compliance with Other Laws and Regulations. The Plan, the grant and exercise of Awards thereunder, and the obligation of the Company to sell and deliver Shares under such Awards,
shall be subject to all applicable federal and state laws, rules, and regulations and to such approvals by any government or regulatory agency as may be required. No Award may be exercised if its exercise or the receipt of Shares pursuant thereto
would be contrary to applicable laws. 
  

	4)	EFFECTIVE DATE; TERM OF PLAN 

 The Plan was adopted by the
Board of Directors and the holders of a majority of the holders of the voting stock of the Company on July 7, 2009 (the “Effective Date). The Plan will continue in effect for a term of ten (10) years from the Effective Date, unless
terminated earlier under Section 15 of the Plan. 
  

	5)	STOCK SUBJECT TO THE PLAN 

 a)    Shares Subject to the Plan 
 Subject to the provisions of Section 13 of the Plan, the maximum
aggregate number of shares of Common Stock that may be issued under the Plan is 5,000,000 Shares. The Common Stock subject to the Plan may be authorized but unissued shares or reacquired shares bought on the market or otherwise. 

b)    Lapsed Awards 
 If an Award expires or becomes unexercisable without having been exercised in full, or, with respect to Restricted Stock, Restricted Stock Units, Performance Units or Performance Shares, is forfeited to or repurchased by the Company due to
failure to vest, the unpurchased Shares (or for Awards other than Options or Stock Appreciation Rights the forfeited or repurchased Shares) which were subject thereto will become available for future grant or sale under the Plan (unless the Plan has
terminated). With respect 

  

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to Stock Appreciation Rights, only Shares actually issued pursuant to a Stock Appreciation Right will cease to be available under the 
 Plan; all remaining Shares under Stock Appreciation Rights will remain available for future grant or sale under the Plan (unless the Plan has terminated). Shares that
have actually been issued under the Plan under any Award will not be returned to the Plan and will not become available for future distribution under the Plan; provided, however, that if Shares issued pursuant to Awards of Restricted Stock,
Restricted Stock Units, Performance Shares or Performance Units are repurchased by the Company or are forfeited to the Company, such Shares will become available for future grant under the Plan. Shares used to pay the exercise price of an Award or
to satisfy the tax withholding obligations related to an Award will become available for future grant or sale under the Plan. To the extent an Award under the Plan is paid out in cash rather than Shares, such cash payment will not result in reducing
the number of Shares available for issuance under the Plan. Notwithstanding the foregoing and, subject to adjustment as provided in Section 13, the maximum number of Shares that may be issued upon the exercise of Incentive Stock Options will
equal the aggregate Share number stated in Section 5(a), plus, to the extent allowable under Section 422 of the Code and the Treasury Regulations promulgated thereunder, any Shares that become available for issuance under the Plan pursuant
to Sections 3(b) and 3(c). 
 c)     Reservation of Shares 
 During the term of this Plan, the Company will at all time reserve and keep available such number of Shares as will be sufficient to satisfy the
requirements of the Plan. 
  

	6)	ADMINISTRATION OF PLAN 

 a)    
Plan Administrator 
 The Plan shall be administered by the Board of Directors until such time as a committee of not less than two
directors (the “Committee”) shall be appointed. In the discretion of the Board, a Committee may consist solely of two or more Outside Directors, in accordance with Section 162(m) of the Code, and/or solely of two or more Non-Employee
Directors, in accordance with Rule 16b-3. Within the scope of such authority, the Board or the Committee may (1) delegate to a committee of one or more members of the Board who are not Outside Directors the authority to grant Awards to eligible
persons who are either (a) not then Covered Employees and are not expected to be Covered Employees at the time of recognition of income resulting from such Award or (b) not persons with respect to whom the Company wishes to comply with
Section 162(m) of the Code and/or) (2) delegate to a committee of one or more members of the Board who are not Non-Employee Directors the authority to grant Awards to eligible persons who are not then subject to Section 16 of the
Exchange Act. 
 The members of the Committee shall serve at the pleasure of the Board, which may remove members from the Committee or
appoint new members to the Committee from time to time, and members of the Committee may resign by written notice to the Chairman of the Board or the Secretary of the Company. 
 b)    Powers of the Administrator 
 Subject to the provisions of the Plan, and in the case of a Committee, subject to the specific duties delegated by the Board to such Committee, the Administrator will have the authority, in its discretion: 

 

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 i)    to select the Employees, Directors and Consultants to whom Awards may be
granted from time to time hereunder; 
 ii)    to determine whether and to what extent Awards are granted hereunder;

 iii)    to determine the number of Shares or the amount of other consideration to be covered by each Award granted
hereunder; 
 iv)    to approve forms of Award Agreements for use under the Plan; 
 v)    to determine the terms and conditions of any Award granted hereunder; 
 vi)    to determine the terms and conditions, not inconsistent with the terms of the Plan, of any Award granted hereunder. Such terms
and conditions include, but are not limited to, the exercise price, the time or times when Awards may be exercised (which may be based on performance criteria), any vesting acceleration or waiver of forfeiture restrictions, and any restriction or
limitation regarding any Award or the Shares relating thereto, based in each case on such factors as the Administrator will determine; 
 vii)    to construe and interpret the terms of the Plan and Awards, including without limitation, any notice of award or Award Agreement, granted pursuant to the Plan; 
 viii)    to prescribe, amend and rescind rules and regulations relating to the Plan, including rules and regulations relating to
sub-plans established for the purpose of satisfying applicable foreign laws; 
 ix)    to modify or amend each Award
(subject to Section 15 of the Plan), including but not limited to the discretionary authority to extend the post-termination exercise period of Awards and to extend the maximum term of an Option (subject to Section 8(b) regarding Incentive
Stock Options); 
 x)    allow Participants to satisfy withholding tax obligations in such manner as prescribed in
Section 14(g); 
 xi)    to authorize any person to execute on behalf of the Company any instrument required to
effect the grant of an Award previously granted by the Administrator; 
 xii)    to allow a Participant to defer the
receipt of the payment of cash or the delivery of Shares that would otherwise be due to such Participant under an Award; and 
 xiii)    to make all other determinations deemed necessary or advisable for administering the Plan and to take such other action, not inconsistent with the terms of the Plan, as the Administrator deems appropriate.

 c)    Effect of Administrator’s Decision 
 The express grant in the Plan of any specific power to the Administrator shall not be construed as limiting any power or authority of the Administrator;
provided that the Administrator may not exercise any right or power reserved to the Board. Any decision made, or action taken, by the Administrator or in connection with the administration of this Plan shall be final, conclusive and binding on all
persons having an interest in the Plan. 
  

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 d)    Information to be furnished to Committee 
 The Company and Affiliates shall furnish the Committee such data and information as may be required for it to discharge its duties. The records of the
Company and Affiliates as to an Employee or Participant’s employment (or other provision of services), termination of employment (or cessation of the provision of services), leave of absence, reemployment and compensation shall be conclusive on
all persons unless determined to be incorrect. Participants and other persons entitled to benefits under the Plan must furnish the Committee such evidence, data or information, as the Committee considers desirable to carry out the terms of the Plan.

 e)     Liability and Indemnification of Committee 
 No member or authorized delegate of the Committee shall be liable to any person for any action taken or omitted in connection with the administration of
the Plan unless attributable to his own fraud, dishonesty, or willful misconduct; nor shall the Company or any Affiliate be liable to any person for any such action unless attributable to fraud, dishonesty, or willful misconduct on the part of a
Director or employee of the Company or Affiliate. The Committee, the individual members thereof, and persons acting as the authorized delegates of the Committee under the Plan, shall be indemnified by the Company against any and all liabilities,
losses, costs and expenses (including legal fees and expenses) of whatsoever kind and nature which may be imposed on, incurred by or asserted against the Committee or its members or authorized delegates by reason of the performance of a Committee
function if the Committee or its members or authorized delegates did not act fraudulently, dishonestly or in willful violation of the law or regulation under which such liability, loss, cost or expense arises. This indemnification shall not
duplicate but may supplement any coverage available under any applicable insurance. 
  

	7)	ELIGIBLE PARTICIPANTS 

 (a)    Non-Statutory Stock Options, Stock Appreciation Rights, Restricted Stock, Restricted Stock Units, Performance Shares and Performance Units may be granted to any Employee, Director or Consultant of the Company or
Affiliate; except that a Consultant who performs services to the Company or any of its Subsidiaries shall be eligible to participate in the Plan only if the Consultant renders bona fide services and such services are not in connection with the offer
or sale of securities in a capital-raising transaction. 
 (b)    Incentive Stock Options may be granted only to an
Employee of the Company or a Subsidiary of the Company who has been employed (provided that a bona fide employer/employee relationship exists) by the Company or by any Subsidiary of the Company for a continuous period of at least 60 days.

 (c)    A Service Provider who has been granted an Award may, if otherwise eligible, may be granted additional Awards.

 (d)    The Administrator may issue Awards under the Plan in settlement, assumption or substitution for, outstanding
awards or obligations to grant future awards in connection with the Company or a Affiliate acquiring another entity, an interest in another entity or an additional interest in a Affiliate whether by merger, stock purchase, asset purchase or other
form of transaction. 
  

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	8)	STOCK OPTIONS 

 a)    Limitations 
 Each Option will be designated in the Award Agreement as either an Incentive Stock
Option or a Non-Statutory Stock Option. However, notwithstanding such designation, an Option will qualify as an Incentive Stock Option under the Code only to the extent the $100,000 dollar limitation of Section 422(d) of the Code is not
exceeded. The $100,000 limitation of Section 422(d) of the Code is calculated based on the aggregate Fair Market Value of the Shares subject to Options designated as Incentive Stock Options which become exercisable for the first time by a
Service Provider during any calendar year (under all plans of the Company or Affiliate). For purposes of this calculation, Incentive Stock Options shall be taken into account in the order in which they were granted, and the Fair Market Value of the
Shares shall be determined as of the grant date of the relevant Option. 
 b)    Term of Option 
 The term of each Option will be stated in the Award Agreement. In the case of an Incentive Stock Option, the term will be ten (10) years from the
date of grant or such shorter term as may be provided in the Award Agreement. Moreover, in the case of an Incentive Stock Option granted to a Participant who, at the time the Incentive Stock Option is granted, owns stock representing more than ten
percent (10%) of the total combined voting power of all classes of stock of the Company or Affiliate, the term of the Incentive Stock Option will be five (5) years from the date of grant or such shorter term as may be provided in the Award
Agreement. 
 c)    Option Exercise Price 
 The per share exercise price for the Shares to be issued pursuant to exercise of an Option will be determined by the Administrator, subject to the
following: 
 i)    In the case of an Incentive Stock Option granted to (1) an Employee who, at the time the
Incentive Stock Option is granted, owns stock representing more than ten percent (10%) of the voting power of all classes of stock of the Company or any Affiliate, the per Share exercise price will be no less than one hundred ten percent
(110%) of the Fair Market Value per Share on the date of grant; or (2) granted to any Employee other than an Employee described in (1) immediately above, the per Share exercise price will be no less than one hundred percent
(100%) of the Fair Market Value per Share on the date of grant. 
 ii)    In the case of a Non-Statutory Stock
Option, the per Share exercise price will be no less than one hundred percent (100%) of the Fair Market Value per Share on the date of grant. 
 iii)    Notwithstanding the foregoing, Options may be granted with a per Share exercise price of less than one hundred percent (100%) of the Fair Market Value per Share on the date of grant pursuant to a transaction
described in, and in a manner consistent with, Section 424(a) of the Code. 
  

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 d)    Vesting and Exercise Dates 
 The total number of shares of Common Stock subject to an Option may, but need not, vest and therefore become exercisable in periodic installments that
may, but need not, be equal. The Option may be subject to such other terms and conditions on the time or times when it may be exercised (which may be based on performance or other criteria) as the Administrator may deem appropriate. The vesting
provisions of individual Options may vary and at the time an Option is granted, the Administrator will fix the period within which the Option may be exercised and will determine any conditions that must be satisfied before the Option may be
exercised. 
 e)    Form of Consideration 
 The Administrator will determine the acceptable form of consideration for exercising an Option, including the method of payment. In the case of an
Incentive Stock Option, the Administrator will determine the acceptable form of consideration at the time of grant. Such consideration may consist of (i) cash; (ii) other Shares, provided that such Shares have a Fair Market Value on the
date of surrender equal to the aggregate exercise price of the Shares as to which such Option will be exercised and provided that accepting such Shares, in the sole discretion of the Administrator, will not result in any adverse accounting
consequences to the Company; (iii) any other form of legal consideration that may be acceptable to the Board (which includes a cashless exercise election); (iv) any combination of the foregoing methods of payment; or (v) such other
consideration and method of payment for the issuance of Shares to the extent permitted by Applicable Laws. 
 f)    Procedure for Exercise; Rights as a Shareholder 
 i)    Any Option granted
hereunder will be exercisable according to the terms of the Plan and at such times and under such conditions as determined by the Administrator and set forth in the Award Agreement. An Option may not be exercised for a fraction of a Share.

 ii)    An Option will be deemed exercised when the Company receives: (i) notice of exercise (in such form as the
Administrator may specify from time to time) from the person entitled to exercise the Option; and (ii) full payment for the Shares with respect to which the Option is exercised (together with applicable withholding taxes). Full payment may
consist of any consideration and method of payment authorized by the Administrator and permitted by the Award Agreement and the Plan. Shares issued upon exercise of an Option will be issued in the name of the Participant or, if requested by the
Participant, in the name of the Participant and his or her spouse. Until the Shares are issued (as evidenced by the appropriate entry on the books of the Company or of a duly authorized transfer agent of the Company), no right to vote or receive
dividends or any other rights as a shareholder will exist with respect to the Shares subject to an Option, notwithstanding the exercise of the Option. The Company will issue (or cause to be issued) such Shares promptly after the Option is exercised.
No adjustment will be made for a dividend or other right for which the record date is prior to the date the Shares are issued, except as provided in Section 13 of the Plan. 
 iii)    Exercising an Option in any manner will decrease the number of Shares thereafter available, both for purposes of the Plan and
for sale under the Option, by the number of Shares as to which the Option is exercised. 
  

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 g)    Termination of Relationship as a Service Provider 
 Unless otherwise determined by the Board at or after the time of grant, in the event a Participant’s employment shall terminate for Cause, any Stock
Option granted to such Participant which is then outstanding shall be canceled and shall terminate. 
 If a Participant ceases to be a
Service Provider, other than termination for Cause or termination as the result of the Participant’s death or Disability, the Participant may exercise his or her Option within such period of time as is specified in the Award Agreement to the
extent that the Option is vested on the date of termination (but in no event later than the expiration of the term of such Option as set forth in the Award Agreement). In the absence of a specified time in the Award Agreement, the Option will remain
exercisable for three (3) months following the Participant’s termination or such other date as required under Section 422 of the Code. Unless otherwise provided by the Administrator, if on the date of termination the Participant is
not vested as to his or her entire Option, the Shares covered by the unvested portion of the Option will revert to the Plan. If after termination the Participant does not exercise his or her Option within the time specified by the Administrator, the
Option will terminate, and the Shares covered by such Option will revert to the Plan. 
 h)    Disability of
Participant 
 If a Participant ceases to be a Service Provider as a result of the Participant’s Disability, the Participant may
exercise his or her Option within such period of time as is specified in the Award Agreement to the extent the Option is vested on the date of termination (but in no event later than the expiration of the term of such Option as set forth in the
Award Agreement). In the absence of a specified time in the Award Agreement, the Option will remain exercisable for twelve (12) months following the Participant’s termination. Unless otherwise provided by the Administrator, if on the date
of termination the Participant is not vested as to his or her entire Option, the Shares covered by the unvested portion of the Option will revert to the Plan. If after termination the Participant does not exercise his or her Option within the time
specified herein, the Option will terminate, and the Shares covered by such Option will revert to the Plan. 
 i)    Death of Participant 
 If a Participant dies while a Service Provider, the Option may be exercised
following the Participant’s death within such period of time as is specified in the Award Agreement to the extent that the Option is vested on the date of death (but in no event may the option be exercised later than the expiration of the term
of such Option as set forth in the Award Agreement), by the Participant’s designated beneficiary, provided such beneficiary has been designated prior to Participant’s death in a form acceptable to the Administrator. If no such beneficiary
has been designated by the Participant, then such Option may be exercised by the personal representative of the Participant’s estate or by the person(s) to whom the Option is transferred pursuant to the Participant’s will or in accordance
with the laws of descent and distribution. In the absence of a specified time in the Award Agreement, the Option will remain exercisable for twelve (12) months following Participant’s death. Unless otherwise provided by the Administrator,
if at the time of death Participant is not vested as to his or her entire Option, the Shares covered by the unvested portion of the Option will immediately revert to the Plan. If the Option is not so exercised within the time specified herein, the
Option will terminate, and the Shares covered by such Option will revert to the Plan. 
  

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	9)	RESTRICTED STOCK 

 a)    Grant of
Restricted Stock 
 Subject to the terms and provisions of the Plan, the Administrator, at any time and from time to time, may grant
Shares of Restricted Stock to Service Providers in such amounts as the Administrator, in its sole discretion, will determine. 
 b)    Restricted Stock Agreement 
 Each Award of Restricted Stock will be evidenced by an Award
Agreement that will specify the Restriction Period, the number of Shares granted, and such other terms and conditions as the Administrator, in its sole discretion, will determine. Unless the Administrator determines otherwise, the Company as escrow
agent will hold Shares of Restricted Stock until the restrictions on such Shares have lapsed. 
 c)    Transferability 
 Except as provided in this Section 9, Shares of Restricted Stock may not be
sold, transferred, pledged, assigned, or otherwise alienated or hypothecated until the end of the applicable Restriction Period. 
 d)    Other Restrictions 
 The Administrator, in its sole discretion, may impose such other restrictions
on Shares of Restricted Stock as it may deem advisable or appropriate. 
 e)    Removal of Restrictions

 Except as otherwise provided in this Section 9, Shares of Restricted Stock covered by each Restricted Stock grant made under the Plan
will be released from escrow as soon as practicable after the last day of the Restriction Period or at such other time as the Administrator may determine. The Administrator, in its discretion, may accelerate the time at which any restrictions will
lapse or be removed. 
 f)    Voting Rights 
 During the Restriction Period, Service Providers holding Shares of Restricted Stock granted hereunder may exercise full voting rights with respect to
those Shares, unless the Administrator determines otherwise. 
 g)    Dividends and Other Distributions

 During the Restriction Period, Service Providers holding Shares of Restricted Stock will be entitled to receive all dividends and other
distributions paid with respect to such Shares, unless the Administrator provides otherwise. If any such dividends or distributions are paid in Shares, the Shares will be subject to the same restrictions on transferability and forfeiture as the
Shares of Restricted Stock with respect to which they were paid. 
  

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 h)    Return of Restricted Stock to Company 
 On the date set forth in the Award Agreement, the Restricted Stock for which restrictions have not lapsed will revert to the Company and again will
become available for grant under the Plan. 
  

	10)	RESTRICTED STOCK UNITS 

 a)    Grant of Restricted Stock Units 
 Restricted Stock Units may be granted at any time and from time
to time as determined by the Administrator. After the Administrator determines that it will grant Restricted Stock Units under the Plan, it will advise the Participant in an Award Agreement of the terms, conditions, and restrictions related to the
grant, including the number of Restricted Stock Units. 
 b)    Vesting Criteria and Other Terms 
 The Administrator will set vesting criteria in its discretion, which, depending on the extent to which the criteria are met, will determine the number of
Restricted Stock Units that will be paid out to the Participant. The Administrator may set vesting criteria based upon the achievement of Company-wide, business unit, or individual goals (including, but not limited to, continued employment), or any
other basis determined by the Administrator in its discretion. 
 c)    Earning Restricted Stock Units 

Upon meeting the applicable vesting criteria, the Participant will be entitled to receive a payout as determined by the Administrator. Notwithstanding
the foregoing, at any time after the grant of Restricted Stock Units, the Administrator, in its sole discretion, may reduce or waive any vesting criteria that must be met to receive a payout. 
 d)    Form and Timing of Payment 
 Payment of earned Restricted Stock Units will be made as soon as practicable after the date(s) determined by the Administrator and set forth in the Award Agreement. The Administrator, in its sole discretion, may only
settle earned Restricted Stock Units in cash, Shares, or a combination of both. 
 e)    Cancellation 

On the date set forth in the Award Agreement, all unearned Restricted Stock Units will be forfeited to the Company. 
  

	11)	STOCK APPRECIATION RIGHTS 

 a)    Grant of Stock Appreciation Rights 
 Subject to the terms and conditions of the Plan, a Stock
Appreciation Right may be granted to Service Providers at any time and from time to time as will be determined by the Administrator, in its sole discretion. 
  

 10 

 b)    Number of Shares 
 The Administrator will have complete discretion to determine the number of Stock Appreciation Rights granted to any Service Provider. 
 c)    Exercise Price and Other Terms 
 The per share exercise price for the Shares to be issued pursuant to exercise of a Stock Appreciation Right will be determined by the Administrator and will be no less than one hundred percent (100%) of the Fair
Market Value per Share on the date of grant. Otherwise, subject to Section 8(a) of the Plan, the Administrator, subject to the provisions of the Plan, will have complete discretion to determine the terms and conditions of Stock Appreciation
Rights granted under the Plan. 
 d)    Stock Appreciation Right Agreement 
 Each Stock Appreciation Right grant will be evidenced by an Award Agreement that will specify the exercise price, the term of the Stock Appreciation
Right, the conditions of exercise, and such other terms and conditions as the Administrator, in its sole discretion, will determine. 
 e)    Expiration of Stock Appreciation Rights 
 A Stock Appreciation Right granted under the Plan will
expire upon the date determined by the Administrator, in its sole discretion, and set forth in the Award Agreement. Notwithstanding the foregoing, the rules of Sections 6(f) through 6(i) also will apply to Stock Appreciation Rights. 
 f)    Payment of Stock Appreciation Right Amount 
 Upon exercise of a Stock Appreciation Right, a Participant will be entitled to receive payment from the Company in an amount determined by multiplying
(i) the difference between the Fair Market Value of a Share on the date of exercise over the exercise price; times (ii) the number of Shares with respect to which the Stock Appreciation Right is exercised. At the discretion of the
Administrator, the payment upon Stock Appreciation Right exercise may be in cash, in Shares of equivalent value, or in some combination thereof. 
  

	12)	PERFORMANCE UNITS AND PERFORMANCE SHARES 

 a)    Grant of Performance Units/Shares 
 Performance Units and Performance Shares may be granted to
Service Providers at any time and from time to time, as will be determined by the Administrator, in its sole discretion. The Administrator will have complete discretion in determining the number of Performance Units and Performance Shares granted to
each Participant. 
 b)    Value of Performance Units/Shares 
 Each Performance Unit will have an initial value that is established by the Administrator on or before the date of grant. Each Performance Share will
have an initial value equal to the Fair Market Value of a Share on the date of grant. 
  

 11 

 c)    Performance Objectives and Other Terms 
 The Administrator will set performance objectives or other vesting provisions (including, without limitation, continued status as a Service Provider) in
its discretion which, depending on the extent to which they are met, will determine the number or value of Performance Units/Shares that will be paid out to the Service Providers. The time period during which the performance objectives or other
vesting provisions must be met will be called the “Performance Period.” Each Award of Performance Units/Shares will be evidenced by an Award Agreement that will specify the Performance Period, and such other terms and conditions as the
Administrator, in its sole discretion, will determine. The Administrator may set performance objectives based upon the achievement of Company-wide, divisional, or individual goals, applicable federal or state securities laws, or any other basis
determined by the Administrator in its discretion. 
 d)    Earning of Performance Units/Shares 
 After the applicable Performance Period has ended, the holder of Performance Units/Shares will be entitled to receive a payout of the number of
Performance Units/Shares earned by the Participant over the Performance Period, to be determined as a function of the extent to which the corresponding performance objectives or other vesting provisions have been achieved. After the grant of a
Performance Unit/Share, the Administrator, in its sole discretion, may reduce or waive any performance objectives or other vesting provisions for such Performance Unit/Share. 
 e)    Form and Timing of Payment of Performance Units/Shares 
 Payment of earned Performance Units/Shares will be made as soon as practicable after the expiration of the applicable Performance Period. The
Administrator, in its sole discretion, may pay earned Performance Units/Shares in the form of cash, in Shares (which have an aggregate Fair Market Value equal to the value of the earned Performance Units/Shares at the close of the applicable
Performance Period) or in a combination thereof. 
 f)    Cancellation of Performance Units/Shares 
 On the date set forth in the Award Agreement, all unearned or unvested Performance Units/Shares will be forfeited to the Company, and again will be
available for grant under the Plan. 
  

	13)	ADJUSTMENTS; DISSOLUTION OR LIQUIDATION; MERGER OR CHANGE IN CONTROL 

 a)    Adjustments 
 In the event that any dividend or other distribution (whether
in the form of cash, Shares, other securities, or other property), recapitalization, stock split, reverse stock split, reorganization, merger, consolidation, split-up, spin-off, combination, repurchase, or exchange of Shares or other securities of
the Company, or other change in the corporate structure of the Company affecting the Shares occurs, the Administrator, in order to prevent diminution or enlargement of the benefits or potential benefits intended to be made available under the Plan,
will adjust the number and class of Shares that may be delivered under the Plan and/or the number, class, and price of Shares covered by each outstanding Award, and the numerical Share limits in Section 5 of the Plan. 
  

 12 

 b)    Dissolution or Liquidation 
 In the event of the proposed dissolution or liquidation of the Company, the Administrator will notify each Participant as soon as practicable prior to
the effective date of such proposed transaction. To the extent it has not been previously exercised, an Award will terminate immediately prior to the consummation of such proposed action. 
 c)    Change in Control 
 In the event of a merger or Change in Control, each outstanding Award will be treated as the Administrator determines, including, without limitation, that each Award be assumed or an equivalent option or right substituted by the successor
corporation or a parent or subsidiary of the successor corporation. The Administrator will not be required to treat all Awards similarly in the transaction. In the event that the successor corporation does not assume or substitute for the Award, the
Participant will fully vest in and have the right to exercise all of his or her outstanding Options and Stock Appreciation Rights, including Shares as to which such Awards would not otherwise be vested or exercisable, all restrictions on Restricted
Stock and Restricted Stock Units will lapse, and, with respect to Awards with performance-based vesting, all performance goals or other vesting criteria will be deemed achieved at one hundred percent (100%) of target levels and all other terms
and conditions met. In addition, if an Option or Stock Appreciation Right is not assumed or substituted in the event of a Change in Control, the Administrator will notify the Participant in writing or electronically that the Option or Stock
Appreciation Right will be exercisable for a period of time determined by the Administrator in its sole discretion, and the Option or Stock Appreciation Right will terminate upon the expiration of such period. 
 For the purposes of this subsection (c), an Award will be considered assumed if, following the Change in Control, the Award confers the right to purchase
or receive, for each Share subject to the Award immediately prior to the Change in Control, the consideration (whether stock, cash, or other securities or property) received in the Change in Control by holders of Common Stock for each Share held on
the effective date of the transaction (and if holders were offered a choice of consideration, the type of consideration chosen by the holders of a majority of the outstanding Shares); provided, however, that if such consideration received in the
Change in Control is not solely common stock of the successor corporation or its parent, the Administrator may, with the consent of the successor corporation, provide for the consideration to be received upon the exercise of an Option or Stock
Appreciation Right or upon the payout of a Restricted Stock Unit, Performance Unit or Performance Share, for each Share subject to such Award, to be solely common stock of the successor corporation or its parent equal in fair market value to the per
share consideration received by holders of Common Stock in the Change in Control. 
 Notwithstanding anything in this Section 13(c) to
the contrary, an Award that vests, is earned or paid-out upon the satisfaction of one or more performance goals will not be considered assumed if the Company or its successor modifies any of such performance goals without the Participant’s
consent; provided, however, a modification to such performance goals only to reflect the successor corporation’s post-Change in Control corporate structure will not be deemed to invalidate an otherwise valid Award assumption. 
  

 13 

	14)	TERMS AND CONDITIONS OF AWARDS 

 a)    Performance Criteria 
 (i)    Subject to the terms of the Plan, the
Administrator shall determine the provisions, terms, and conditions of each Award including, but not limited to, the Award vesting schedule, repurchase provisions, rights of first refusal, forfeiture provisions, form of payment (cash, Shares, or
other consideration) upon settlement of the Award, payment contingencies, and satisfaction of any performance criteria. The performance criteria established by the Administrator may be based on any one of, or combination of, the following:
(i) increase in share price; (ii) earnings per share; (iii) total shareholder return; (iv) operating margin; (v) gross margin; (vi) return on equity; (vii) return on assets; (viii) return on investment;
(ix) operating income; (x) net operating income; (xi) pre-tax profit; (xii) cash flow; (xiii) revenue; (xiv) expenses; (xv) earnings before interest, taxes and depreciation; (xvi) economic value added;
(xvii) market share; (xviii) relative or absolute share price; and (xix) proforma net income. The performance criteria may be applicable to the Company, Affiliates and/or any individual business units of the Company or any Affiliate.
Partial achievement of the specified criteria may result in a payment or vesting corresponding to the degree of achievement as specified in the Award Agreement. 
 (ii)    To the extent that Section 162(m) of the Code is applicable, the Administrator shall, within the time and in the manner prescribed by Section 162(m) of the Code, define in an
objective fashion the manner of calculating the performance measures it selects to use for Participants during any specific performance period. Such performance factors may be adjusted or modified due to extraordinary items, transactions, events or
developments, or in recognition of, or in anticipation of, any other unusual or nonrecurring events affecting the Company or the financial statements of the Company, or in response to, or in anticipation of, changes in applicable laws, regulations,
accounting principles or business conditions, in each case as determined by the Administrator. 
 b)    No Effect on
Employment or Service 
 Nothing in this Plan or in any writing granting an Award shall confer upon any Service Provider any right with
respect to the Service Provider’s Continuous Service, nor shall it interfere in any way with his or her right or the right of the Company or any Affiliate to terminate the Service Provider’s Continuous Service at any time, with or without
Cause, and with or without notice. The ability of the Company or any Affiliate to terminate the employment of a Service Provider who is employed at will is in no way affected by its determination that the Service Provider’s Continuous Service
has been terminated for Cause for the purposes of this Plan. 
 c)    No Effect on Retirement and Other Benefit
Plans 
 Except as specifically provided in a retirement or other benefit plan of the Company or a Affiliate, Awards shall not be deemed
compensation for purposes of computing benefits or contributions under any retirement plan of the Company or a Affiliate, and shall not affect any benefits under any other benefit plan of any kind or any benefit plan subsequently instituted under
which the availability or amount of benefits is related to level of compensation. The Plan is not a “Retirement Plan” or “Welfare Plan” under the Employee Retirement Income Security Act of 1974, as amended. 
  

 14 

 d)    Date of Grant 
 Nothing contained in this Plan or in any resolution adopted or to be adopted by the Committee, the Board, or the shareholders of the Company shall
constitute the granting of any option hereunder. The granting of an option pursuant to this Plan shall take place only when a written Award Agreement shall have been duly executed and delivered by or on behalf of the Company and the Service Provider
(or his duly authorized attorney-in-fact) to whom such option is to be granted. In no event shall an Award of Incentive Stock Options be granted under the Plan after the tenth anniversary of the Effective Date. 
 e)    Leave of Absence/Company Transfer 
 Unless the Administrator provides otherwise, vesting of Awards granted hereunder will be suspended during any unpaid leave of
absence. A Service Provider will not cease to be an Employee in the case of (i) any leave of absence approved by the Company; or (ii) transfers between locations of the Company or between the Company, its Parent, or any Subsidiary. For
purposes of Incentive Stock Options, no such leave may exceed ninety (90) days, unless reemployment upon expiration of such leave is guaranteed by statute or contract. If reemployment upon expiration of a leave of absence approved by the
Company is not so guaranteed, then three (3) months following the ninety-first (91st) day of such leave any Incentive Stock Option held by the Participant will cease to be treated as an Incentive Stock Option and will be treated for tax purposes as a Non-Statutory Stock Option. 
 f)    Restrictions on Transfer of Award 
 Unless determined otherwise by the Administrator, an Award may not be sold, pledged, assigned, hypothecated, transferred, or disposed of in any manner other than by will or by the laws of descent or distribution and
may be exercised, during the lifetime of the Participant, only by the Participant. If the Administrator makes an Award transferable, such Award will contain such additional terms and conditions as the Administrator deems appropriate. 
 g)    Withholding 
 Prior to the delivery of any Shares or cash pursuant to an Award (or exercise thereof), the Company will have the power and the right to deduct or withhold, or require a Participant to remit to the Company, an amount sufficient to satisfy
federal, state, local, foreign or other taxes (including the Participant’s FICA obligation) required to be withheld with respect to such Award (or exercise thereof). 
 The Administrator, in its sole discretion and pursuant to such procedures as it may specify from time to time, may permit a Participant to satisfy such tax withholding obligation, in whole or in part by (without
limitation) (a) paying cash; (b) electing to have the Company withhold otherwise deliverable cash or Shares having a Fair Market Value equal to the minimum statutory amount required to be withheld; or (c) delivering to the Company
already-owned Shares having a Fair Market Value equal to the minimum statutory amount required to be withheld. The Fair Market Value of the Shares to be withheld or delivered will be determined as of the date that the taxes are required to be
withheld. 
  

 15 

 h)    Compliance with Laws Upon Delivery of Shares 
 If at any time the Administrator determines that the delivery of Shares pursuant to the exercise, vesting or any other provision of an Award is or may be
unlawful under Applicable Laws, the vesting or right to exercise an Award or to otherwise receive Shares pursuant to the terms of an Award shall be suspended until the Administrator determines that such delivery is lawful and shall be further
subject to the approval of counsel for the Company with respect to such compliance. 
 i)    Investment Assurances;
Representation and Warranties of Participant 
 The Company may require a Participant, as a condition of exercising or acquiring Shares
under any Award (i) to give written assurances satisfactory to the Company as to the Participant’s knowledge and experience in financial and business matters and/or to employ a purchaser representative reasonably satisfactory to the
Company who is knowledgeable and experienced in financial and business matters and that he or she is capable of evaluating, alone or together with the purchaser representative, the merits and risks of exercising the Award; and (ii) to give
written assurances satisfactory to the Company stating that the Participant is acquiring Shares subject to the Award for the Participant’s own account and not with any present intention of selling or otherwise distributing the Shares. The
foregoing requirements, and any assurances given pursuant to such requirements, shall be inoperative if (1) the issuance of the shares of Common Stock upon the exercise or acquisition of Common Stock under the Award has been registered under a
then currently effective registration statement under the Securities Act or (2) as to any particular requirement, a determination is made by counsel for the Company that such requirement need not be met in the circumstances under the then
applicable securities laws. The Company may, upon advice of counsel to the Company, place legends on stock certificates issued under the Plan as such counsel deems necessary or appropriate in order to comply with applicable securities laws,
including, but not limited to, legends restricting the transfer of the Shares. 
 j)    Inability to Obtain
Authority 
 The inability of the Company to obtain authority from any regulatory body having jurisdiction, which authority is deemed by
the Company’s counsel to be necessary to the lawful issuance and sale of any Shares hereunder, will relieve the Company of any liability in respect of the failure to issue or sell such Shares as to which such requisite authority will not have
been obtained. 
 k)    Registration of Shares 
 Except as set forth in the Award Agreement, the Company shall have no obligation to effect any registration or qualification of the Shares under federal
or state laws. 
 l)    Unfunded Obligation 
 Service Providers shall have the status of general unsecured creditors of the Company. Any amounts payable to Service Providers pursuant to the Plan
shall be unfunded and unsecured obligations for all purposes. Neither the Company nor any Affiliate shall be required to segregate any monies from its general funds, or to create any trusts, or establish any special accounts with respect to such
obligations. The Company shall retain at all times beneficial ownership of any investments, including trust investments, which the Company may make to fulfill its payment obligations hereunder. Any investments or the creation or maintenance of any
trust or 

  

 16 

 
any Service Provider account shall not create or constitute a trust or fiduciary relationship between the Administrator, the Company or any Affiliate and a
Service Provider, or otherwise create any vested or beneficial interest in any Service Provider or the Service Provider’s creditors in any assets of the Company or a Affiliate. The Service Providers shall have no claim against the Company or
any Affiliate for any changes in the value of any assets that may be invested or reinvested by the Company with respect to the Plan. 
  

	15)	AMENDMENT; TERMINATION OF PLAN 

 a)    Amendment 
 i)    The Board at any time, and from time to time, may amend the
Plan. However, except as provided in Section 12 relating to adjustments upon changes in Common Stock, no amendment shall be effective unless approved by the stockholders of the Company to the extent stockholder approval is necessary to satisfy
the requirements of Section 422 of the Code, Rule 16b-3 or any securities exchange listing requirements. 
 ii)    The Board may, in its sole discretion, submit any other amendment to the Plan for stockholder approval, including, but not limited to, amendments to the Plan intended to satisfy the requirements of
Section 162(m) of the Code and the regulations thereunder regarding the exclusion of performance-based compensation from the limit on corporate deductibility of compensation paid to certain executive officers. 
 iii)    It is expressly contemplated that the Board may amend the Plan in any respect the Board deems necessary or advisable to
provide eligible Employees with the maximum benefits provided or to be provided under the provisions of the Code and the regulations promulgated thereunder relating to Incentive Stock Options and/or to bring the Plan and/or Incentive Stock Options
granted under it into compliance therewith. 
 iv)    Rights under any Award granted before amendment of the Plan shall
not be impaired by any amendment of the Plan unless (i) the Company requests the consent of the Participant and (ii) the Participant consents in writing. 
 v)    The Board at any time, and from time to time, may amend the terms of any one or more Awards; provided, however, that the rights under any Award shall not be impaired by any such amendment
unless (i) the Company requests the consent of the Participant and (ii) the Participant consents in writing. 
 b)    Termination 
 i)    The Board may suspend or discontinue this Plan at any
time; however, no such action may prejudice the rights of any Participant who has prior thereto been granted an Award under this Plan, unless mutually agreed otherwise between the Participant and the Administrator, which agreement must be in writing
and signed by the Participant and the Company. 
 ii)    No Award may be granted during any suspension of the Plan or
after termination of the Plan. 
  

 17 

 iii)    No suspension or termination of the Plan (including termination of the Plan
under Section 13) shall adversely affect any rights under Awards already granted to a Participant. 
 iv)    Termination of the Plan will not affect the Administrator’s ability to exercise the powers granted to it hereunder with respect to Awards granted under the Plan prior to the date of such termination.

  

	16)	CONSTRUCTION OF PLAN 

 Captions and titles contained
herein are for convenience only and shall not affect the meaning or interpretation of any provision of the Plan. Except when otherwise indicated by the context, the singular shall include the plural and the plural shall include the singular. Use of
the term “or” is not intended to be exclusive, unless the context clearly requires otherwise. Where the context admits, words in any gender shall include any other gender. 
  

	17)	GOVERNING LAW 

 To the extent not superseded by federal
law, this Plan is governed by, interpreted under and construed in all respects in accordance with the substantive laws of the State of Florida, without regard to the conflicts of law provision thereof. 
 The undersigned, being the duly authorized Secretary of DYNAMIC RESPONSE GROUP, INC., hereby certifies that the foregoing is a true and correct copy of
the Dynamic Response Group, Inc. 2009 Equity Incentive Plan in effect as of this July 7, 2009. 
  

	
	
	/s/  Melissa K. Rice
	Secretary

  

 18 

 SCHEDULE A 
 DEFINITIONS 
 “Administrator” means the Board or any of the Committees appointed to administer the
Plan in accordance with Section 6 of the Plan. 
 “Affiliate” means any Parent or Subsidiary of the Company, whether now or
hereafter existing, as those terms are defined in Sections 424(e) and (f), respectively, of the Code. 
 “Applicable Laws” means
the requirements relating to the administration of equity-based awards under U.S. state corporate laws, U.S. federal and state securities laws, the Code, any stock exchange or quotation system on which the Common Stock is listed or quoted and the
applicable laws of any foreign country or jurisdiction where Awards are, or will be, granted under the Plan. 
 “Award” means,
individually or collectively, a grant under the Plan of Options, Stock Appreciation Rights, Restricted Stock, Restricted Stock Units, Performance Units or Performance Shares. 
 “Award Agreement” means the written agreement evidencing the grant of an Award executed by the Company and the Service Provider, including any
amendments thereto. 
 “Board” means the Board of Directors of the Company. 
 “Cause” means, with respect to the termination by the Company or an Affiliate of the Service Provider’s Continuous Service, that such
termination is for “Cause” as such term (or word of like import) is expressly defined in a then-effective written agreement between the Service Provider and the Company or such Affiliate. In the absence of a written agreement,
“Cause” for “Cause” for termination of Continuous Service means there exists (i) a reasonable and good faith finding by the Company as determined by it in its sole discretion, of a material and repeated failure of the
Participant to provide his or her full business time and attention to his reasonably assigned duties for the Company (including, without limitation, unexcused failure to report for work) for reasons other than the Participant’s death or
disability, or the Participant’s gross negligence or willful misconduct; which failure or deficiency remains uncured (if curable) for a period of thirty (30) days following written notice by the Company to the Participant which specifies
the reasons for the potential cause determination; (ii) the material breach by the Participant of any of the provisions of his or her employment agreement (if the Participant has an employment agreement with the Company) for reasons other than
the Participant’s death or disability, which breach remains uncured (if curable) for a period of thirty (30) days following written notice by the Company to the Participant which specifies the reasons for the potential cause determination;
(iii) the conviction of the Participant of, or the entry of a pleading of guilty or nolo contendere by the Participant to, any felony; (iv) the Participant having committed any theft, embezzlement, fraud or other intentional act of
dishonesty involving the business of the Company; or (v) any adjudication in any civil suit, or written acknowledgment by the Participant in any agreement or stipulation of the commission of any theft, embezzlement, fraud or other intentional
act of dishonesty involving any other person. 
 “Change in Control” means the occurrence of any of the following events:
(i) any “person” (as such term is used in Sections 13(d) and 14(d) of the Exchange Act) becomes the “beneficial owner” (as defined in Rule 13d-3 of the Exchange Act), directly or indirectly, of securities of the Company
representing fifty percent (50%) or more of the total voting power represented by the 

  

 A-1 

 
Company’s then outstanding voting securities; (ii) the consummation of the sale or disposition by the Company of all or substantially all of the
Company’s assets; or (iii) the consummation of a merger or consolidation of the Company with any other corporation, other than a merger or consolidation which would result in the voting securities of the Company outstanding immediately
prior thereto continuing to represent (either by remaining outstanding or by being converted into voting securities of the surviving entity or its parent) at least fifty percent (50%) of the total voting power represented by the voting
securities of the Company or such surviving entity or its parent outstanding immediately after such merger or consolidation. 
 “Code” means the Internal Revenue Code of 1986, as amended. Reference to a specific section of the Code or regulation thereunder shall include such section or regulation, any valid regulation promulgated under such section, and
any comparable provision of any future legislation or regulation amending, supplementing or superseding such section or regulation. 
 “Committee” means a committee of one or more members of the Board appointed by the Board in accordance with Section 6 of the Plan. 
 “Common Stock” means the common stock, $.0001 par value, of the Company. 
 “Company”
means DYNAMIC RESPONSE GROUP, INC., a Florida corporation, or any successor entity. 
 “Consultant” means any person (other than an
Employee or a Director, solely with respect to rendering services in such person’s capacity as a Director) who provides services to the Company or any Affiliate, so long as such person (i) renders bona fide services that are not in
connection with the offer and sale of the Company’s securities in a capital-raising transaction and (ii) does not directly or indirectly promote or maintain a market for the Company’s securities. 
 “Continuous Service” means that the provision of services to the Company or an Affiliate of a Service Provider is not interrupted or
terminated. Continuous Service shall not be considered interrupted in the case of (i) any approved leave of absence, (ii) transfers among the Company, any Affiliate, or any successor, by a Service Provider, or (iii) any change in
status as long as the Service Provider remains in the service of the Company or a Affiliate in any capacity as Employee, Director or Consultant (except as otherwise provided in the Award Agreement). Notwithstanding the foregoing, except as otherwise
determined by the Administrator, in the event of any spin-off of a Affiliate, service as an Employee, Director or Consultant for such Affiliate following such spin-off shall be deemed to be Continuous Service for purposes of the Plan and any Award
under the Plan. An approved leave of absence shall include sick leave, military leave, or any other authorized personal leave. For purposes of each Incentive Stock Option granted under the Plan, if such leave exceeds three (3) months, and
reemployment upon expiration of such leave is not guaranteed by statute or contract, then the Incentive Stock Option shall be treated as a Non-Statutory Stock Option on the day three (3) months and one (1) day following the expiration of
such three (3) month period. 
 “Covered Employee” means the principal executive officer and the four (4) other highest
compensated Officers of the Company for whom total compensation is required to be reported to stockholders under the Exchange Act, as determined for purposes of Section 162(m) of the Code. 
 “Director” means a member of the Board or the board of directors of any Affiliate. 
  

 A-2 

 “Disability” means total and permanent disability as defined in Section 22(e)(3) of the
Code. 
 “Effective Date” means July 7, 2009, the date of approval of the Plan by the Board and a majority of the shareholders
of the Company. 
 “Employee” means any person, including an Officer or Director, who is in the employ of the Company or any
Affiliate, subject to the control and direction of the Company or any Affiliate as to both the work to be performed and the manner and method of performance. The payment of a director’s fee by the Company or an Affiliate shall not be sufficient
to constitute “employment” by the Company. 
 “Exchange Act” means the Securities Exchange Act of 1934, as amended.

 “Fair Market Value” means, as of any date, the value of Common Stock determined as follows: (i) if the Common Stock is
listed on one or more established stock exchanges or national market systems, including NASDAQ, its Fair Market Value shall be the closing sales price for such stock (or the closing bid, if no sales were reported) as quoted on the principal exchange
or system on which the Common Stock is listed (as determined by the Administrator) on the date of determination (or, if no closing sales price or closing bid was reported on that date, as applicable, on the last trading date such closing sales price
or closing bid was reported) or such other source as the Administrator deems reliable; or (ii) if the Common Stock is regularly quoted on an automated quotation system (including the OTC Bulletin Board) or by a recognized securities dealer, its
Fair Market Value shall be the closing sales price for such stock as quoted on such system or by such securities dealer on the date of determination, but if selling prices are not reported, the Fair Market Value of a share of Common Stock shall be
the mean between the high bid and low asked prices for the Common Stock on the date of determination (or, if no such prices were reported on that date, on the last date such prices were reported) or such other source as the Administrator deems
reliable; or (iii) in the absence of an established market for the Common Stock of the type described in (i) and (ii), above, the Fair Market Value thereof shall be determined by the Administrator in good faith. 
 “Fiscal Year” means the fiscal year of the Company. 
 “Incentive Stock Option” means an Option intended to qualify as an incentive stock option within the meaning of Section 422 of the Code. 
 “Non-Employee Director” means a Director who either (i) is not a current Employee or Officer of the Company or its Parent or a Subsidiary,
does not receive compensation (directly or indirectly) from the Company or its Parent or a Subsidiary for services rendered as a Consultant or in any capacity other than as a Director (except for an amount as to which disclosure would not be
required under Item 404(a) of Regulation S-K promulgated pursuant to the Securities Act (“Regulation S-K”)), does not possess an interest in any other transaction as to which disclosure would be required under Item 404(a) of
Regulation S-K and is not engaged in a business relationship as to which disclosure would be required under Item 404(b) of Regulation S-K; or (ii) is otherwise considered a “non-employee director” for purposes of Rule 16b-3.

 “Non-Statutory Stock Option” means an Option not intended to qualify as an Incentive Stock Option. 
  

 A-3 

 “Officer” means a person who is an officer of the Company or a Affiliate within the meaning of
Section 16 of the Exchange Act and the rules and regulations promulgated thereunder. 
 “Option” means an option to purchase
Shares pursuant to an Award Agreement granted under the Plan. 
 “Outside Director” means a Director who either (i) is not a
current Employee of the Company or an “affiliated corporation” (within the meaning of Treasury Regulations promulgated under Section 162(m) of the Code), is not a former Employee of the Company or an “affiliated corporation”
receiving compensation for prior services (other than benefits under a tax-qualified pension plan), was not an Officer of the Company or an “affiliated corporation” at any time and is not currently receiving direct or indirect remuneration
from the Company or an “affiliated corporation” for services in any capacity other than as a Director or (ii) is otherwise considered an “outside director” for purposes of Section 162(m) of the Code. 
 “Parent” means Dynamic Response Group, Inc., a Florida corporation or such other parent corporation, whether now or hereafter existing, as
defined in Section 424(e) of the Code. 
 “Participant” means any current or former Employee, Director, or Consultant who has
outstanding an Award granted under the Plan. 
 “Performance Share” means an Award denominated in Shares that may be earned in
whole or in part upon attainment of performance goals or other vesting criteria as the Administrator may determine pursuant to Section 12. 
 “Performance Unit” means an Award that may be earned in whole or in part upon attainment of performance goals or other vesting criteria as the Administrator may determine and which may be settled for cash, Shares or other
securities or a combination of the foregoing pursuant to Section 12. 
 “Plan” means this 2009 Dynamic Response Group, Inc.
Equity Incentive Plan. 
 “Restricted Stock” means Shares issued pursuant to a Restricted Stock award under Section 9 of the
Plan, or issued pursuant to the early exercise of an Option, and subject to such restrictions on transfer, rights of first refusal, repurchase provisions, forfeiture provisions, and other terms and conditions as established by the Administrator.

 “Restriction Period” means the period during which the transfer of Shares of Restricted Stock is subject to restrictions and
therefore, the Shares are subject to a substantial risk of forfeiture. Such restrictions may be based on the passage of time, the achievement of target levels of performance, or the occurrence of other events as determined by the Administrator.

 “Restricted Stock Unit” means a bookkeeping entry representing an amount equal to the Fair Market Value of one Share, granted
pursuant to Section 10. Each Restricted Stock Unit represents an unfunded and unsecured obligation of the Company. 
 “Rule
16b-3” means Rule 16b-3 promulgated under the Exchange Act or any successor thereto. 
  

 A-4 

 “Service Provider” means an Employee, Director or Consultant who receives an Award under the
Plan. 
 “Share” means a share of the Common Stock, as adjusted in accordance with Section 13 of the Plan. 
 “Stock Appreciation Right” means an Award, granted alone or in connection with an Option, that pursuant to Section 11 is designated as a
Stock Appreciation Right. 
 “Subsidiary” means a “subsidiary corporation” of the Company whether now or hereafter
existing, as defined in Section 424(f) of the Code. 
 “Ten Percent Stockholder” means a person who owns (or is deemed to own
pursuant to Section 424(d) of the Code) stock possessing more than ten percent (10%) of the total combined voting power of all classes of stock of the Company or of any of its Affiliates. 
  

 A-5Key Management Annual Incentive Plan (Fiscal Year 2010 Description)

	
	Exhibit 10.1

 

 

	
	 

  
 Creativity...Innovation... 
 Collaboration... 
 Our commitment to these ideals has allowed us to become one of the world’s 
 largest publicly owned developers, producers and distributors of social expressions 
 products. As a leader at American Greetings, you have a unique opportunity to 
 focus our associates on these key areas and to cultivate a work environment that is 
 stimulating, productive and rewarding. 
 In addition, the decisions you make and the things you do every day have a direct and meaningful 
 impact both within your department and across the company. We have designed the Key 
 Management
Annual Incentive Plan to reward you for the critical role you play. As a leader, you help 
 foster and channel your energy
and the energy of those around you into building on our business 
 principles, strengthening our marketplace position and
generating value for our shareholders. 
 Table of Contents 
 Plan Objectives and Who is Eligible. . . . . . . . . . . . . . . . . . . . 2 
 How the Plan Works. . . . . . . . . . . . . . . . . . . . . . . 3 
 Emphasis of Each Plan Component. . . . . . . . . . . . . . . . . 4 
 Measuring Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . 5 
 Corporate Component. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 
 Business Unit Component. . . . . . . . . . . . . . . . . . . . . . . . . . 8 
 Individual Component. . . . . . . . . . . 9 
 Example Calculation. . . . . . . . . . . . . . . . . . . . . . . . . 10 
 Administrative Plan Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 
 Key Terms. . . . .
.. . . . . . . . . . . . 13 
 Appendix. . . . . . . . . . . . . . . . . . . . . . . . . . . 14 

	
	 

  
 Plan
Objectives 
 • Focuses on shareholder value and profitable revenue growth | Our shareholders expect us to evaluate our
results in the same way they do 
 • Emphasizes teamwork and mutual cooperation | Our success depends on the
collaborative effort within each of our business units 
 • Demonstrates the importance of personal drive and commitment
to quality | Individual contributions are the foundation of our collective accomplishments 
 • Rewards leaders for
success | Award opportunity is greatest when attention is given to the achievement of objectives in each of the three performance areas 
 Who Is Eligible 
 You are eligible to participate in the Plan if you are a Key Manager or Corporate-level
Officer in one of the following primary business units and you do not participate in another Company-sponsored annual incentive plan: 
 • Corporate Consolidated 
 • Total Social Expressions Group (SEG) 
 • AG Intellectual Properties Group 
 • AG Interactive 
 • AG Properties 
 • UK Greetings 
 • John Sands Group 
 Refer to the section entitled Key Terms for additional details on eligibility for
participation in the Plan. 
 Watch for Your Participant Letter 
 You will receive a Participant Letter that outlines information specific to your participation in the Plan: 
 • Your assigned business unit and sub-business unit, if any 
 • The performance multiplier for your business unit and sub-business unit 
 • Your total target award 

	
	 

  
 How
the Plan Works 
 The Plan provides a cash award for the achievement of goals in three key performance areas measured over a
12-month fiscal year. Success in these key areas helps American Greetings create shareholder value and ensure profitable growth over the long term. 
 Your Award Opportunity 
 Your total target award is established at the beginning of each fiscal year
and will be communicated to you at that time. 
 Your total target award is: 
 • A percentage of your base earnings based on your job level 
 • The award you would earn if each goal is achieved in each performance area 
 The amount of the award you receive will increase or decrease based on actual performance in these three key areas: 
 Corporate Performance 
 Business Unit Performance 
 Individual Performance 
 American Greetings will establish goals at the beginning of each fiscal year: 
 • Corporate goals are developed by management and approved by the Board of Directors. 
 • Business unit goals will be developed by each business unit based on its strategic direction, business opportunities and growth
projections. These goals will also be approved by the Board of Directors. 
 • Individual performance goals will be
established with your manager through the Performance Management Process. 
 At the end of the fiscal year, American Greetings
determines the extent to which each goal has been met. 
 E X A M P L E 
 If base earnings are $70,000 and target award percentage is 10% of base earnings, total target award is $7,000. 
 Base Earnings ($70,000) 
 X 
 Target Award % (10%) = Target Award ($7,000) 

	
	 

  
 Emphasis of Each Plan Component 
 For all plan participants, the business unit component is 50% of your total
target award. The weights for the corporate and individual components vary based on the potential the job role has to affect these results. 
 The more senior the role, the greater the impact these individuals’ decisions have on the achievement of corporate objectives. Therefore, senior job levels have a heavier weighting on the corporate component and less senior job
levels have more weighting assigned to the individual component. 
 F I S C Y A L E A 2 R 0 1 W 0E I G H T I N G S 

Business 
 Corporate Individual Job Level Unit 
 Chairman of the Board 30% 50% 20% CEO 
 President and COO 
 Corporate-level Senior Vice Presidents Other Section 16 Executive Officers 
 Corporate-level Vice
Presidents 20% 50% 30% Executive Directors Key Managers 1 and 2 
 E X A M P L E 
 Ben 
 •
Key Manager 1, Total Social Expressions Group (SEG) 
 • $70,000 base earnings 
 • $7,000 total target award (10% of base earnings) 
 $2,100 = Individual ($7,000 x 30%) 
 $1,400 = Corporate ($7,000 x 20%)

 $3,500 = Business Unit ($7,000 x 50%) 

	
	 

  
 Measuring Performance 
 When American Greetings results for the fiscal year are final, the company assesses
achievement of goals in each performance area. Performance in each area will determine your actual Plan award. 
 Corporate
Performance 
 Business Unit Performance 
 Individual Performance 
 Total Award 
 Awards for the corporate and business unit components are based on the financial performance award scale. Individual awards are based on
your performance rating. 
 Performance Actual Award 
 Above Goal MAXIMUM 200% of Target 
 Goal G O A L 100% of Target 
 Below Goal THRESHOLD X% of Target* Below Threshold 0% of Target (No
Award Below Threshold) 
 * Varies by performance measure (see Appendix for details) 
 Financial Performance Award Scale 
 Your actual award is based on fiscal year-end performance results using the award scale shown at left for corporate and business unit financial measures. (See Measuring Performance table on page 6 for details.) 

To earn an award, performance in each area must at least reach threshold. There is no award for below-threshold performance.

 Achieving goal means American Greetings pays awards at target levels. 
 Performance above goal will result in an increased award up to a maximum level. The award range for American Greetings financial measures
is 0%—200% of target award. 
 Performance Multiplier — How It’s Used in the Award Scale 
 Performance multipliers are another way to think about the award scale. There is a relationship between performance and your actual award.
For example, there is a 4:1 multiplier for the Corporate 
 EPS measure. This means that for every 1% increase or decrease in
the percentage of goal achieved, the Corporate EPS target award will be adjusted up or down by 4% to determine the actual award. 
 Performance multipliers vary (see the Appendix on page 14 for complete list). 

	
	 

  
 Corporate Component 
 The corporate component consists of two parts: 
 • Corporate Earnings per Share (EPS) • Corporate Total Revenue (Total Revenue) 
 Each of these parts is weighted based on American Greetings current focus and its intent to align that focus with your rewards. The Plan
is designed to emphasize the importance of our leaders’ abilities to influence EPS, while paying attention to how they can affect Total Revenue. The weighting applied to the total target award for the corporate component is: 
 • 90% for EPS 
 • 10% for Total Revenue 
 The potential award under the corporate component ranges from 0% to 200% of
target award. Performance has a direct impact on actual award. For every 1% increase or decrease in the percentage of goal achieved: 
 • EPS target award will be adjusted up or down by 4% to determine the actual award for this part of the corporate component. 
 • Total Revenue target award will be adjusted up or down by 5% to determine the actual award (Total Revenue goal is defined as a range between 97% and 103% of goal). You can earn up to 200% of the total target award for
the corporate component based on EPS performance, Total Revenue performance or a combination of the two. 
 Performance
Measures 
 METRIC WHY IT’S IMPORTANT 
 Corporate Earnings EPS shows how much profit was generated on a per share per Share (EPS) basis It communicates to the investment community the power . the company has 
 to make money The higher our EPS, the . greater value the company is able to provide its shareholders Corporate When investing in a
company, an investor wants to see it grow Total Revenue or improve over time Management sets a Corporate Total . 
 (Total
Revenue) Revenue goal each year to keep activities focused on growing the business year-over-year. 
 Earnings Before EBIT is
also known as operating income It measures the . Interest and Taxes business unit’s earnings before the deduction of interest (EBIT) payments and taxes . 
 Refer to the section entitled Key Terms for definitions for these financial measures . 
 Total Revenue Goal Is a Range 
 The Total Revenue portion of the corporate component has a goal defined as a
range. That’s because American Greetings believes we have met our Total Revenue objective if we perform between 97% and 103% of goal. 

	
	 

  
 Corporate Component 
 E X A M P L E 
 Ben, Key Manager 1 
 $7,000 total target award 
 • $1,400 corporate component 
 (20% of total target award) 
 • $1,260 Corporate EPS 
 (90% of total corporate component) 
 • $140 Corporate Total Revenue 
 (10% of total corporate component) 
 Corporate Performance Threshold 
 Each part of the corporate component has its own performance threshold: 
 • EPS: 90% of goal 
 • Total Revenue: 95% of goal The performance threshold must be met to earn an actual award for that measure. 
 C O R P O R A T E E P S 
 Award Scale Performance Actual Award Actual Award (4:1) as % of Goal as a % of
Target in Dollars Maximum 127.5% 200% $2,800 
 120% 170% $2,380 110% 130% $1,820 
 Goal 100% 90% $1,260 
 95% 70% $980 
 Threshold 90% 50% $700 
 H O W I T ‘ S C A L C U L A T E D 
 The formula to calculate your actual award as a percent of target is: 
 (Actual Performance – Goal) x 4 + 90% = Actual Award as a % of Target Award 
 Performance Above Goal:
(105%—100%) x 4 + 90% = 110% of Target Award Performance Below Goal: (95%—100%) x 4 + 90% = 70% of Target Award 
 C O R P O R A T E T O T A L R E V E N U E 
 Award Scale Performance Actual Award Actual Award (5:1) as %
of Goal as a % of Target in Dollars Maximum 141% 200% $2,800 
 125% 120% $1,680 105% 20% $280 
 Goal 97% – 103% 10% $140 
 96% 5% $70 
 Threshold 95% 0% $0 
 H O W I T ‘ S C A L C U L A T E D 
 The formula to calculate your actual award as a percent of target is: 
 (Actual Performance – Goal) x 5 + 10% = Actual Award as a % of Target Award 
 Performance Above Goal:
(105%—103%) x 5 + 10% = 20% of Target Award Performance Below Goal: (96%—97%) x 5 + 10% = 5% of Target Award 
 B E N ‘ S A C T U A L AWA R D F O R C O R P O R AT C O E M P O N E N T 
 • EPS Actual Performance:
95% of goal = actual award of 70% of target ($980) 
 • Total Revenue Actual Performance: 125% of goal = actual award of
120% of target ($1,680) 
 Total Award: $980 + $1,680 = $2,660 

	
	 

  
 Business Unit Component 
 The award for your primary business unit component will be based on performance in
either: 
 • Business Unit Pro Forma EBIT 
 or 
 • Corporate EBIT 
 All associates are assigned to a primary business unit. Some will also be assigned to a sub-business unit, which may have different
performance measures. Refer to your personalized Participant Letter for your assigned business unit and sub-business unit, if applicable, and performance multiplier. See the Appendix on page 14 for more details. 
 Business Unit Performance Threshold 
 • All primary and sub-business units have a performance threshold of 90% of goal. 
 E X A M P L
E Ben, Key Manager 1 
 $7,000 total target award 
 • $3,500 business unit component (50% of total target award) 
 8 
 T O T A L
S E G 
 Award Scale Performance Actual Award Actual Award (4:1) as % of Goal as a % of Target in Dollars Maximum 125%
200% $7,000 
 120% 180% $6,300 115% 160% $5,600 110% 140% $4,900 105% 120% $4,200 
 Goal 100% 100% $3,500 
 98% 92% $3,220 95% 80% $2,800 
 Threshold 90% 60% $2,100 
 H O W I T ‘ S C A L C U L A T E D 
 The formula to calculate your actual award as a percent of target is: 
 (Actual Performance – Goal) x 4 + 100% = Actual Award as a % of Target Award 
 Performance Above Goal:
(110%—100%) x 4 + 100% = 140% of Target Award Performance Below Goal: (98%—100%) x 4 + 100% = 92% of Target Award 
 BEN’S ACTUAL AWARD FOR BUSINESS UNIT COMPONENT Total SEG Actual Performance: 98% of goal = actual award of 92% of target ($3,220) 
 Award: $3,220 

	
	 

  
 Individual Component 
 Your award under the individual component is based on your performance rating under
the performance management process. Based on your performance rating, you will receive 0% to 200% of your target award, as shown in the chart below. 
 Actual Award Performance Rating as a % of Target 
 Exceeds Expectations (Manager Discretion) 200%
Exceeds Expectations 150% Meets Expectations 100% Improvement Expected/Performance Below Peer Level 0% 
 Participants who
receive an “Improvement Expected/Performance Below Peer Level” rating will not receive an individual performance incentive and will only receive 50% of any incentive otherwise earned under the corporate and business unit components.

 If Corporate EPS performance is below threshold, associates with a performance rating of “Exceeds Expectations”
will receive an award for the individual performance component as shown in the chart above. 
 Individuals with a “Meets
Expectations” or “Improvement Expected/Below Peer Level” performance rating will not receive any portion of the individual performance incentive if Corporate EPS performance is below threshold. 
 Senior Executive Officers 
 Refer to the fiscal year 2010 Addendum to the Individual Performance Component, included with your Award Letter, for a complete description of how individual performance under the Key Management Annual Incentive Plan applies to you.

 E X A M P L E Ben, Key Manager 1 
 $7,000 total target award 
 • $2,100 individual component (30% of total
target award) 
 • Individual Actual Performance: Exceeds Expectations 
 Individual Target Award $ 2,100 x Actual Award as a% of Target x 150% 
 Individual Performance 
 Actual Award $ 3,150 

	
	 

  
 Example Calculation 
 Here is an example of how your actual award is determined. 
 E X A M P L E 
 Ben, Key Manager 1 Total Social Expressions Group (SEG) 
 Base Earnings: $70,000 Total Target Award: $7,000

 (10% of base earnings) 
 To illustrate how awards are calculated, examples of performance goals are provided in this brochure. 
 Performance is included in the examples to calculate example awards. These are examples only; performance goals will be different and may be higher or lower than the examples provided. 
 $1,400 = Corporate Target 
 ($7,000 x 20%) 
 $2,100 = Individual Target 
 • $1,260 EPS 
 ($7,000 x 30%) • $140 Total Revenue 
 Corporate Goal Individual Performance 
 • $1.25 Corporate EPS Individual Performance Rating • $1.7 Billion Corporate Total Revenue 
 $3,500 = Business Unit Target 
 ($7,000 x 50%) 
 Business Unit Goal $140 Million Total SEG 
 A C T U A L P E R F O R M A N C E 
 The chart below outlines the performance goals and actual performance in the three categories — American Greetings corporate and business unit and Ben’s individual performance. 
 Performance Performance and Award Results Component and Measure Goal Actual Performance Performance Award as a as a % of Goal % of Target
Corporate Component 
 Corporate EPS $1.25 per share $1.19 per share 95% 70% Corporate Total Revenue $1.7 Billion $2.1 Billion
125% * 120% 
 Business Unit Total Revenue 
 Total SEG Pro Forma EBIT $140 Million $137.2 Million 98% 92% 
 Individual
Component 
 Individual Performance Rating Meets Expectations Exceeds Expectations N/A 150% 
 * Goal is a range from 97%—103% of target. 

 

 

	
	 

  
 Ben’s Total Award Example: 
 Here’s a look at Ben’s total award based on the performance shown
on the previous page. 
 $10,000 
 C O R P O R AT C E O M P O N E N T 
 8,000 Target Award x Award as % of
Target = Actual Award $2,660 Corporate EPS $1,400 $1,400 x 70% = $980 
 6,000 
 Corporate Total Revenue $1,400 x 120% = $1,680 
 $3,220 
 Total = $2,660 
 4,000 $3,500 
 B U S I N E U SN SI T C O M P O N E N T 
 Target Award x Award as % of Target = Actual Award 
 2,000 $3,500 x 92% = $3,220 
 $3,150 
 $2,100 I N D I V I D C UO AM LP O N E N T 
 Target Award x Award as % of Target = Actual Award 
 0 $2,100 x 150% = $3,150 Total Target Award $7,000 Total Actual Award $9,030 

 

 

	
	 

  
 Administrative Plan Details 
 If your employment status changes, your Plan participation and any payouts may
be affected as described below: 
 New Hires 
 If you are hired during the Plan year — defined as the American Greetings fiscal year ending February 28, 2010 — and are eligible to participate in the Key Management Annual Incentive
Plan, you will receive a prorated incentive award based on the period of time you participated in the Plan and your base earnings during that time. 
 Promotions and Transfers 
 If you are promoted or you move from one business unit to another during
the Plan year, your individual target award, base earnings, business unit goal and corresponding performance multiplier may change. If any of these do change, your award will be calculated based on the targets, base earnings, plan provisions and
actual performance for each business unit you participated in on a prorated basis and rounded to the nearest full month. 
 Termination 
 If you voluntarily or involuntarily leave American Greetings before the completion of the Plan
year, you will forfeit your Key Management Annual Incentive Plan award for that fiscal year. 
 Retirement, Leave of Absence,
Disability, Death 
 If your employment ends during the Plan year because you elect to retire after age 60, or if you take a
leave of absence, suffer a permanent disability or die, your actual award will be prorated to the nearest full month based on the actual period you participated in the Plan during the year. 
 An associate will be deemed to suffer a permanent disability only in the following circumstances: (A) where an associate is absent
from employment with American Greetings due to his or her inability to engage in any substantial gainful activity by reason of any medically 
 determinable physical or mental impairment, which either can be expected to result in death, or can be expected to last for a continuous period of not less than 12 months; or (B) where an associate is scheduled to
receive income replacement benefits for a period of not less than 3 months under an accident and health plan covering American Greetings associate on account of a medically determinable physical or mental impairment that can be expected to result in
death or last for a continuous period of not less than 12 months. 
 Incentive Award 
 Incentive awards earned in fiscal year 2010 will be paid to participants within two and one-half months following the end of fiscal 2010,
typically within 60 days after the end of the fiscal year. Plan awards are subject to normal tax withholding at a standardized rate and will be deposited to a bank account of your choice. 
 It is the intent that incentive awards fall under the short-term deferral rules of Section 409A of the Internal Revenue Code to
exempt the payment of such Key Management Annual Incentive Plan benefits from the requirements of Section 409A. 
 Calculating Payouts 
 For computation purposes, financial goals and actual performance results are rounded to
the nearest $1,000. The percent of the financial goal achieved and the percent of target award earned is rounded to the nearest one-tenth of one percent. The actual incentive award is rounded to the nearest dollar. 
 Omnibus Incentive Plan 
 The Key Management Annual Incentive Plan is governed by the American Greetings Corporation 2007 Omnibus Incentive Compensation Plan, as such plan may be amended from time to time. In the event of a conflict between the Key

 Management Annual Incentive Plan and the Omnibus Incentive Compensation Plan, the terms of the Omnibus Incentive
Compensation Plan will govern. 
 Questions 
 If you have questions about the Key Management Annual Incentive Plan and how it works, please contact your manager. Your manager will work with you to ensure you understand the Plan so you can maximize
your annual award. 
 12 

 

 

	
	 

  
 Key
Terms 13 
 The following provides definitions of some common terms used throughout this brochure. Capitalized terms used
herein that are not defined will have the 
 meaning set forth in the Omnibus Incentive Compensation Plan. 
 • Base Earnings. Your base earnings are defined as your base salary earned during the fiscal year. Base earnings exclude health and
welfare benefits, bonus, commission, and incentive payments, overtime and other direct or indirect compensation. 
 Base
earnings for Plan participants outside of the U.S. may be defined differently and may vary by country. 
 • Business Unit
EBIT. A business unit’s earnings before interest and taxes. 
 • Business Unit Pro Forma EBIT. A business
unit’s earnings before interest and taxes, charged/credited for any variation from plan in Net Capital Employed at the weighted average cost of capital. 
 • Corporate Earnings Per Share (EPS). Corporate earnings per share is measured at the end of the fiscal year and is calculated as corporate pre-tax income minus taxes divided by the total number
of planned shares outstanding 
 as calculated on a fully diluted basis. 
 • Corporate Earnings Before Interest and Taxes (Corporate EBIT). 
 Consolidated corporate earnings before interest and taxes, charged/credited for any variation from plan in Net Capital Employed at the
weighted average cost of capital. 
 • Corporate Total Revenue. Consolidated corporate net sales and other revenues,
including but not limited to royalties, advertising, subscriptions and other revenue streams directly related to the conduct of our principal business. 
 • Eligibility. You are eligible to participate in the 
 Key Management
Annual Incentive Plan if you are a Key Manager or Corporate-level Officer in one of the following primary business units and you do not participate in another Company-sponsored annual incentive plan. 
 Primary Participants Business Unit 
 Corporate Chairman, Chief Executive Officer, Consolidated President and Chief Operating Officer, Corporate-level Senior Vice Presidents and other Section 16 Executive Officers Total Social Associates who are part of:

 Expressions • AGI In-Store Group (SEG) • Canada • Carlton Mexico 
 • Corporate Staff (Delta, Finance, HR, ISD, Legal) 
 • Creative 
 • DesignWare & Specialty SBU 
 • Field Sales 
 • Field Sales Operations (FSO) • Gift Packaging & Holiday SBU • Global Sourcing 
 • Greeting Cards 
 • Inbound Licensing 
 • Plants 
 • Recycled Paper Greetings (Corporate-level Officers) • All other North American Greeting Card Division units AG Intellectual AGIP Corporate Staff 
 Properties Group 
 AG Interactive AG Interactive associates AG Properties AG Properties associates UK 
 Greetings UK Greetings
associates John Sands John Sands Group associates 
 Group 
 • Fiscal Year. March 1 through February 28 or 29 of the following calendar year. 
 • Net Capital Employed (NCE). Assets (minus cash and LIFO reserve) minus liabilities (not including interest-bearing debt,
inter-company payables and income taxes). 
 • Total Social Expressions Group (SEG). Equals NAGCD pro forma EBIT

 (includes Carlton Mexico pro forma EBIT, Retail Eliminations and Corporate Expense) + Carlton Cards Retail pro forma EBIT +
AGI In-Store pro forma EBIT 
 + RPG pro forma EBIT + Papyrus pro forma EBIT. 

 

 

	
	 

  
 Appendix 14 
 The following section provides additional details about the Plan, including details about the
business units, their performance measures and performance multipliers used in the award scales. 
 Please note that some plan
participants will have their business unit incentive determined based on performance in two areas. Details about the weightings and performance multipliers for these measures are shown at right and on your personalized Participant Letters, as
appropriate. 
 1 Total SEG = NAGCD pro forma EBIT (includes Carlton Mexico pro forma EBIT, Retail Eliminations and Corporate
Expense) + Carlton Cards Retail pro forma EBIT + AGI In-Store pro forma EBIT + RPG pro forma EBIT + Papyrus pro forma EBIT 
 2 For every 1% increase or decrease in the percentage of goal achieved, target award will be adjusted up or down by 1% times the multiplier to determine actual award 
 3 Performance measure details provided separately 
 Business Unit Components 
 Performance Performance Measure Weigh 

t Multipliers2 Primary Sub Primary Su 
 b Business Unit/Participants Primary 
 Unit Sub Unit Unit Unit Unit Unit

 Corporate Consolidated: Chairman, CEO, Corporate EBIT 100% 4 President and COO, Corporate-level Senior Vice Presidents and
other Section 16 Executive Officers Canada, Carlton Mexico, Corporate Staff Total SEG1 100% 4 (Delta, Finance, HR, ISD, Legal), Creative, DesignWare 
 & Specialty SBU, Field Sales, FSO, Gift Packaging & Holiday SBU, Global Sourcing, Greeting Cards, Plants, all other North American Greeting Card Division units 
 Inbound Licensing Total SEG1 AG Interactive 50% 50% 4 2 pro forma EBIT 
 AGI In-Store Total SEG1 AGI In-Store 50% 50% 4 2 pro forma EBIT 
 Recycled Paper Greetings (RPG) 3 Total SEG1 RPG Profit 40% 60% 4 TBD Contribution 
 AG Intellectual Properties Group – AG Interactive pro 100% 2 
 Corporate Staff forma EBIT + AG Properties pro forma EBIT 
 AG Interactive AG Interactive pro 100% 2 forma EBIT 
 AG Properties AG
Properties pro 100% 2 forma EBIT 
 UK Greetings UK Greetings 100% 4 pro forma EBIT 
 John Sands Group John Sands Group 100% 2 pro forma EBIT 

 

 

	
	 

  
 15

 Nothing in this brochure or in any Participant Letter or addendum should be construed to create or imply any contract of
employment between an associate and American Greetings and its subsidiaries or to create any binding contractual right to payment of any specific amount under the American Greetings Key Management Annual Incentive Plan. The provisions of this
brochure describe the general guidelines used by American Greetings in determining the benefits payable to Plan participants; however, in every case, American Greetings reserves the right to reduce or eliminate the amount that would otherwise be
payable to a participant or participants under such guidelines where it determines, in its discretion, that such a reduction is necessary or appropriate, in light of the participant’s performance or other relevant business circumstances.

 American Greetings reserves the right to terminate or make changes to the Program, including retroactively, at any time
without prior notice to any of the Program’s participants (provided that no amendment to the Program adopted more than 90 days after the beginning of the applicable fiscal year may have the effect of increasing the amount that is or could be
payable under the guidelines set forth herein for such fiscal year to any participant who is a “covered employee” of American Greetings as defined in section 162(m)(3) of the Internal Revenue Code). In the case of our executive officers,
the Board of Directors (or committee thereof), and in the case of all other participants, the Board of Directors (or committee thereof), the Chief Executive Officer and the Chairman are the only persons who have the authority to alter or amend this
Program. Any such alteration or amendment must be done in writing. No participant should rely on an alteration or amendment to this Program unless it is made in writing and signed by the Chief Executive Officer or the Chairman. 

 

 

	
	 

  
 AMERICAN GREETINGS 

 

 
  
 SENIOR EXECUTIVE
OFFICER 
 ADDENDUM TO INDIVIDUAL PERFORMANCE COMPONENT OF 
 FY2010 AMERICAN GREETINGS KEY MANAGEMENT ANNUAL INCENTIVE PLAN 
 INDIVIDUAL PERFORMANCE 
 Notwithstanding the description of the Individual Performance component included in the booklet (the “Plan Booklet”) outlining the Fiscal 2010 Key Management Annual Incentive Plan, the Individual Performance component of
American Greetings Key Management Annual Incentive Plan for all Senior Executive Officers of American Greetings, consisting of the Corporation’s Chairman, Chief Executive Officer, President and Chief Operating Officer, Senior Vice Presidents
and other Section 16 officers (collectively the “Senior Executive Officers”) is modified by this Addendum as follows: A range has been added to the target percentage of participants who receive an “Exceeds Expectations”
performance rating. The range is 20% to 30% of the total number of Senior Executive Officers. Managers will now have even more discretion to adjust the percentage of the individual incentive based on an individual’s performance. Senior
Executive Officers who receive an “Exceeds Expectations” performance rating will earn between 100% and 150% of their target incentive under the Individual Performance component. 
 Those who receive a “Meets 
 Expectations” performance rating will earn between 50% and 100% of their target incentive under the Individual Performance component. 
 As with all participants of the Key Management Annual Incentive Plan, at the 
 end of the fiscal year, managers assess each Senior Executive Officer’s performance compared to other participants. Managers determine the degree to which the participants have achieved the goals and job expectations defined at
the beginning of the year. 
 Managers rank participants based on their relative performance and determine actual performance
ratings based on these rankings and the targeted percentage of participants for each rating. 
 For Senior Executive Officers,
the targeted percentage of participants for the “Exceeds Expectations” performance rating is 20% to 30%; the targeted percentage for the “Meets Expectations” performance rating is 60%; and the targeted percentage for the
“Improvement Expected / Performance Below Peer Level” is 10%. (See chart on the following page.) Senior Executive Officers who receive an “Exceeds Expectations” performance rating will receive between 100% and 150% of their
target individual incentive, as determined by his or her manager. In certain circumstances, this payout can be increased up to a maximum of 200% of target1. 
 Senior Executive Officers who receive a “Meets Expectations” rating will receive between 50% and 100% of their target individual incentive, as determined by his or her manager. 
 As with other participants, Senior Executive Officers who receive an 
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	 1        Managers can, at their discretion, increase the Individual Payout percentage up to a maximum of 200% of target, for Senior Executive Officers rated as “Exceeds
Expectations” who demonstrate an extraordinary level of performance. Accomplishments must be the result of extraordinary effort and initiative that go well beyond the contribution of other Senior Executive Officers rated as “Exceeds
Expectations.” The number of persons eligible to receive an Individual Payout Percentage between 150% and 200% may not exceed 10% of the total number of Senior Executive Officers rated as “Exceeds Expectations.”

  

			
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 FY2010
KEY MANAGEMENT ANNUAL INCENTIVE PLAN SENIOR EXECUTIVE OFFICER ADDENDUM 
 “Improvement Expected / Performance Below Peer
Level” rating will not receive an individual performance incentive and will only receive 50% of any incentive otherwise earned. 
 As with other participants, if corporate earnings performance is below the performance threshold, only those Senior Executive Officers with a performance rating of “Exceeds Expectations” may receive awards for the
individual performance measure. 
 Participants, including Senior Executive Officers, who receive an “Exceeds
Expectations” performance rating, will receive 50% of the target incentive payable for the individual performance component. 
 Senior Executives who receive a “Meets Expectations” or “Improvement Expected 
 / Below Peer
Level” performance rating will not receive any portion of the individual performance incentive. 
 The schedule below
shows how individual amounts will be adjusted based on individual performance. 
 Except as set forth in this Addendum, the
description of the Key Management Annual Incentive Plan included in the Plan Booklet remains unchanged. In the event of a conflict between the terms described in the Plan Booklet and this Addendum, the terms set forth in this Addendum will govern.

 Target Percentage Will Percentage Performance Rating of Participants Receive of Incentive 
 Exceeds Expectations1 20% - 30% 100% - 150% 
 Meets Expectations 60% 50% - 100% 
 Improvement Expected / 10% 0% Performance
Below Peer Level 
 1 Managers can, at their discretion, increase the Individual Payout percentage up to a maximum of 200% of
target, for Senior Executive Officers rated as “Exceeds Expectations” who demonstrate an extraordinary level of performance. Accomplishments must be the result of extraordinary effort and initiative that go well beyond the contribution of
other Senior Executive Officers rated as “Exceeds Expectations.” The number of persons eligible to receive an Individual Payout Percentage between 150% and 200% may not exceed 10% of the total number of Senior Executive Officers rated as
“Exceeds Expectations.” 
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