This should do it for you. Place the most specific rule (that for /example
) first.
RewriteEngine on
RewriteCond %{HTTPS} =on
RewriteRule ^/?example$ http://my.site.com/example [R=301,L]
RewriteCond %{HTTPS} !=on
RewriteCond %{REQUEST_URI} !^/?example$
RewriteRule ^/?(.*)$ https://my.site.com/$1 [R=301,L]
This should work in either server (.conf) or directory (.htaccess) context.