The Trees and the ForestsFor Anskos.By Nick Smith & Ullash Tiwari28.06.13

We are... Strategic consultants for advertising, marketing, brand, business and communications in a digital world. Change is the only constant; everything we do is about change. It’s not just about technology and media. It’s also about people. What people are doing, how they’re doing it and why. We help clients make sense of what’s going on, so they can work with it and benefit from it. And there are some interesting things happening.

What we do...We create strategies and align clients with the expertise, resources and technologies that make them actionable.

Content StrategyStage Reason For Communicating Suggested Tactics1 Awareness A New Market Entrant

Quality Of Ingredients“Try Us”“The Brand Endorsed by Mel B”

The BIG IdeaEDM = Video, Website, SocialWeb = Conversion Landing Page Media = CPM, Free Sample @ IGADrive to storeSampling, Promotions, Social Push

2 Affirm Value-Prop Now a true market alternative Drive competitor differentiation

Video endorsement, Sponsorship, Demonstrations, YouTube, FB

3 Forge Trust A trust partner in helping you meet your goalsMarket / product accreditations

Product success storiesReinforce product attributes through demonstrations, fact-sheets, sampling

4 Brand Loyalty Reward valued customers + showCreate exclusive events – VIPCreate desire within the audienceGet customers to talk

Socially share content / posts / videos /successes.Value add - valued customers IE VIP event invitations

Path To Long-Term Customer LoyaltyAW

AREN

ESS Build Convey Anskos

differentiation - USPPPC What is your strategy = what position do you want to own

Optimise Video + web pages+ content

Brand Position Own a core proposition – What is this?

The Proof Give audiences a reason to believe – “trial”

AFFI

RM V

ALU

E-PR

OP Give Audiences A

Reason To Validate Endorsements, sponsorships, brand tone, product demonstrations, funDemonstrate Show how products are superiorAnnounce Tell everyone where to buy, create buzzTalk Talk Talk Blogs, 3rd party editorial, Social Media = Showcase Why Buy Anskos

FORG

E TR

UST

AvailabilityProduct availabilityConsistent comms. IE social campaignsTechnology – Apps to drive awareness into product / category utilityAMM CommunityDrive community connectionsAnnounceRoll-out of brand – where Anskos is available across the country

BRAN

D L

OYA

LTY Reward Show the

value to customers

Money Cant BuyExclusive events – VIP, key calendar timelines IE Sexpo

Customer TalkPromotions driving audiences to talk – Social Media, customer posts, competition sharing

Campaign 1 Tactical Retail Promotion – Drive awareness and offer exclusivity to IGA

Campaign 2 Take The Challenge – Reinforce the products value proposition

Campaign 3 Drive Brand Ambassadors – Expanding the brand exposure into broader channels

Campaign 4 Exclusivity – Money Cant Buy Experience – Socially and In store promotions

WA LaunchSeptember to October 2013

Market Strategy:With limited national media, marketing and advertising budgets, we need think strategically about to drive optimum return on your marketing investment.Our suggested strategic role-out would occur across 2 stages:

STAGE 1: WAWith an existing retail distribution channel through IGA, a trial brand and promotional strategy can be rolled out state-wide through all IGA stores to test messaging and measure sales and optimise the campaign for a later distribution nationallyy

WA Timing:Kick Off: September & October 2013Why 2 Months: Allow sales data to normalise over 2 x monthly sales periods, then average the sales results, brand recall, intension to purchase and purchase data.

National LaunchNovember 2013+

STAGE 2: NATIONAL (Excluding WA)With an existing retail distribution channel through IGA, a trial brand and promotional strategy can be rolled out state-wide through all IGA stores to test messaging and measure sales and optimise the campaign for a later distribution nationally

National Timing:Kick Off: November 2013Why November: • With the build of the Sydney manufacturing centre to supply states beyond WA, we

recommend that a minimum of 2 months elapses in order to allow time for on-boarding, manufacturing and distribution.

• We also recommend going to market prior to the summer period – Anskos builds healthy lives and we wanted to launch pre-summer holidays to help forge habitual healthy eating. November will also avoid the heavy clutter of the December period.

States: We will need to understand: State-based sales forecasts in order of significance, distribution contracts and order commitments to each state + the likelihood of IGA supporting Anskos in-store prior to completing actual state planning.

Suggested TacticsBRAND AMBASSADORWith ongoing work to further define the brand direction, the strategic placement of Mel B + customers as brand ambassadors will become clear – below are some suggested tactics.

Aligning Anskos with Healthy Aspirational Opportunities

Create an Anskos Lifestyle Drive social-sharing.

Customers = Ambassadors

In-store, online, media, store promotions + media event = buzz

Suggested TacticsAPPSWith a plethora of smart phones out in the market, our recommendation is to firstly leverage off existing Apps through: Advertising, Product Integration, Brand Social and Brand Ambassadors. Then, following detailed scoping, we recommend building a proprietary Anskos app – themes for development could includee: The value health foods, body tracking, menu generators, diet and exercise programs

Leverage off IGA’s existing

Bar code scanning, super market mix and match

Suggested TacticsIGA RETAIL PROMOTIONAs IGA is your largest distribution network, heavy co-marketing programs between IGA and Anskos will leverage your highest sales.

Supermarket Cash Register Videos – 15 Seconds

Co-branded promotions to drive in-store traffic + buzz

Docket Promotions

Co-branded sales promotions – In-storeVolumeBundled OffersLaunch Offers

Shelf, Isle and Register Signage, Cut-outs, Flyers,

Wobblers, Floor Decals

Suggested TacticsFACEBOOK ADVERTISING + ONGOING AUDIENCE ENGAGEMENT & COMMUNITY BUILD PAGE SETUP

Video Feeds

Page Setup: Banner, Medium Rectangle, Titles and Copy

Design Monthly Promotional Tiles and Banner

Suggested TacticsFACEBOOK ADVERTISING + ONGOING AUDIENCE ENGAGEMENT & COMMUNITY BUILD ONGOING AUDIENCE ENGAGEMENT

Managing contents, comments, likes, followers

Manage promotions and posting, fan responses

Contextually placed ad units – ad inventory served based on performance

Suggested TacticsEDITORIAL CONTENT (MAG + ONLINE), ADVERTISING + VIDEO PRE-ROLL – 30 SECONDS

Paying for Editorial and Media can offset the production fees for video production.Editorial will drive authority and help to position Anskos as the leader in healthy living

Branded videos that is served as a pre-roll before media content, media news.Video can also be used across:- Social Channels- Youtube- Instore- Video Email

National Planning September 2013 to February 2014

Timing Where Web + SEO

Brand Ambass

App IGA Promo

FBMedia

FB Page Media Display

Media PR

Media Pre-Roll Video

Samples Outdoor

Channel Online All Mobile Store Online Online Print & Online

Print & Online

Online Store & Street

Transit

Sept 2013

WA FB +Stores

Store +On/Off

Copy + Ads

$ +Rebate +Promo +Pre-Roll

Editor +Promo +Fans

Store

Oct 2013

WA FB +Stores

Online Copy + Ads

Editor +Promo +Fans

Nov 2013

National - WA

FB +Stores

Store +On/Off

Copy + Ads

$ +Rebate +Promo +Pre-Roll

LikesFans

Editor +Promo +Fans

Package + Copy

Package Copy + ROS

Store + Street

Bus Stops + Bus

Dec 2013

National - WA

FB +Stores

Online Copy + Ads

Editor +Promo +Fans

ROS Store Bus Stops + Bus

Jan 2014

National - WA

FB +Stores

Online Copy + Ads

Editor +Promo +Fans

Feb 2014

National - WA

FB +Stores

Online Copy + Ads …

Editor +Promo +Fans

Allocation of FundsBrand Strategy $XX,000Facebook Set-up: Define content map, positioning and scheduling, design banners, upload content, edits and pots, reporting and refining – 12 months

$XX,000

Facebook Media: Buy per month across 12 months $XX,000Facebook Plugin: Social Feeds, Social Postings, Follow $XX,000PPC: Drive preferential traffic to organic listed site + gives immediate page 1 positioning across 12 months

$XX,000

Website: Building campaign landing page including banner design, copy, mobile optimised, collect data, push to social

$XX,000

Sponsorships: Health, Celebrity Chefs, Yoga By The Sea, Boxing, Night Running, Obstacle Course Running, Tough Challenges – 100% Ownership

$XXX,000

Prize: Significant prize – retail support, get market cut through, collect data $XX,000

IGA Retail Promotion: In-store video, isle promotions, signage, promotional staff, EDMs,

$XXX,000

Sampling: Instore and mass transit areas – 3 x major metros $XX,000Media: Print, Online, Editorial, Promotions, Social + Offset Video Production $XX,000Account Management: Manage launch campaign including: Content, Production, Report, Optimise, Sign-Off, Write, Source, Briefing – launch period

$XX,000

$XXX,XXX

While we’re relatively new, our clients already include, Salesforce, Community First Credit Union, Telstra and PointPal. Our individual team members also have considerable experience on other brands, and we’ve included some of their logos above. Detailed case studies, a portfolio of work or briefings for individual team members experience on any of these brands is available on request. Many of our team members projects have won, or been a finalist in, awards including APMA, ADMA, AIMIA, the Asia Pacific Advertising Festival, the LACP in Los Angeles and W3 in New York.

Our experience...

Thank you...Nick@thetreesandtheforests.com.au

Ullash@thetreesandtheforests.com.au