costain west africa plc ipo action plan impact85

1

Dates for these programme will depend on when the public offer opens and Investors forum will also depend on when the offer starts. Impact85 Marketing & Communications www.impact85.com.ng T.018509141 M.08085322002/08088500000 E. [email protected] IPO/SEC 2007

Pre and Post IPO Communications Strategy

For Contain West Africa Plc

2


COSTAIN WEST AFRICA Plc MARKETING STARTEGY TOWARDS POSITIVE MEDIA AWARENESS SUPPORTED WITH BTL AND ATL ADVERTISNG

1ST October – 31st January 2007/8

EXPLANATION OF ACTIVITIES

1. Purpose of Plan To provide a further update for members of the Public Offer team involved in the progress and development of Costain West Africa’s marketing campaign Function.

2. Corporate/Service Policy Considerations

To ensure the advertising agency is working within the framework of SEC and NSE to deliver a single line of communication with all stakeholders involved with the Public Offer.

3. Legal and Risk Management Issues Limit such risk where possible and give the financial experts involved with our clients Public Offer the opportunity to guide us should be falling outside of any financial marketing policy.

4. Financial Implications None.

5. Recommendations That management of Costain West Africa notes the action plan Contact us on 018509141/08085322001 our PR managers on this account are as follows; Temitope Ajayi (08085322002) or Afolabi Adewole (08085322003) or you can also email us at [email protected]

3


Background Traditional media companies are the single biggest beneficiaries of Initial Public Offerings (IPO’s). The primary use of IPO money is marketing a

company's brand to consumers and to encourage people to purchase those shares. Such success can only be achieved when organisations think of

the marketing budget as an investment that incurs costs today and delivers benefits for tomorrow. However, any significant investment needs a

bottoms-up business case that demonstrates it will deliver a minimum rate of return after the IPO. For example, some campaigns generate leads,

others nurture leads as they move through the marketing funnel. When the leads become ready, they are transferred to sales and become

opportunities, some of which eventually close and translate to revenue. With the right marketing budget and media agency, the entire process

becomes measurable, the interactions between different marketing programs become understandable, and the future return on today's spending

becomes quantifiable.

Communication is Key Communicating with investors is an exacting business. The absence of timely and accurate information on a company's performance and future

plans breeds uncertainty and volatility. In the stock market, the competition is no longer your industry rival but other stocks that are performing better

and have greater potential of returns which will attract new investors. The key is, what will make investors take new risks or buy stocks which are

new or have previously been performing badly on the market? “THE MARKETING DRIVE.” We know from experience that a tailor-made Initial Public

Offering (IPO’s) or Public Offering (PO’s) plan will move beyond building brand awareness to actually influencing buyer behaviour.

We provide strategic communications to executives facing initial public offerings and to veterans of publicly held companies. We are exceptionally

well versed in helping companies understand their potentials we use that knowledge to help our clients communicate effectively to current and

potential investors in Nigeria. Our marketing team helps find your strongest voice, strengthens it even further, then makes sure it is heard in your

most important venues.

4


Action Progress to Public Offer Oct-Nov 2007 21 October 2007 Comments Nigeria Media Team Local journalist within Nigeria Meet with Costain West Africa Plc Brand Awareness Nationwide and Africa Radio Ad The target audience is Nigerian investors Media plan/Media buying Strategy

Impact85 should organise a media briefing for local journalist who shall be reporting on Costain West Africa market potential during pre offer, opening and posting offer campaign. Give a presentation to the client and reveal the public relations strategy developed for this public offer Reveal the creative concept (press and outdoor media) developed to tackle Costain W.A. brand presence and increase their brand asset. Send over the first prototype radio ad for Costain Send the client our proposed media planning and media buying execution strategy.

Provide refreshment and food, Impact85 managing director to conduct the media team briefing 22 October 2007 Question and answer session 23 October 2007 Deliver 2 copies of creative campaign to client 24 October 2007 The aim is to ensure the agency is inline with client’s brief requirements 25 October 2007 An opportunity to highlight any other types of media client wishes to use.

Discuss Costain West Africa’s history in Nigeria and their commitment to invest in the local market hence their need for raise capital to improve on equipments, technology, and human resources to change the way we build and develop housing and office structures. Agency to brief Client on the outcome of the meeting and make client understand perception issues on Costain W.A and the need for them to be open and honest with information in the media Create an open discussion and take notes for area of improvement on first impression about the campaign. The objective here is to learn and make changes where possible to the radio ad, in order to improve and our ensure client is confident in which we wish to market the brand. The media planning and media buying strategy display the various types of media the agency will be using to attract potential investors within the local market.

5


Constitution of Africa media Business in Africa, NewAfrica, African Business, Trader, African Investors, Web Design e-Commence This site should accept Interswitch and Visa payments online

Costain West Africa market reach must go beyond the Nigeria market to exploit possible construction opportunities within the West Africa countries and deliver market awareness for the brand. Original terms of reference: Complete the design for the Costain West Africa website www.costainwa.com Website content should include; About us, Sector, News, careers, Home and Contact media relations; corporate publications & events; branding; website; internal communications Consider if its necessary to develop an e-commence site to assist in the selling of share during the offer period

26 October 2007 Invite expressions of interest from African publication, design creative advertising concept of reach this target audience and select a range of publication for editorial coverage. 29 October 2007 Graphic department should start the designing process in order to meet with clients brief. 31 October 2007 Refer to other IPO’s use of opportunities to promote or increase sales accessibility for purchasing shares online.

Prior to its formation, communications was not viewed as a corporate issue. Public relations mainly seen as the issuing of press releases but Costain West Africa needs to do more to increase its market value across Africa as well as Nigeria where it intends to go to market (public Offer). Research Costain West Africa’s web present in the UK and as a group and construct a design that seek to sale its abilities to the West Africa market but ensuring the excellent use of their brand identity. The site should help highlight the importance of communications and corporate branding across all service deliverables. It has driven the development of the website from the beginning as this was seen as a corporate rather than a marketing task.

6


Presentation Design and edit the presentation the Costain West Africa team will be sending to agency. 1st Media Forum Lagos Management team to meet with media for clarification on the company’s public offer. Review strategy Investigate corporate approach to Public Offer marketing. Stories begin in the press about Costain West Africa

The management of Costain West Africa will present a presentation to the media forum on the following subject; Overview of the company, Investment highlights, market overview, financial summary, management structure and public offer details. Impact85 to prepare background information on Costain West Africa for the local media to use for their press articles Organise Media Press conference with our selected journalist, Agency to book Planet One for 30-35 people Prepare campaign strategy. This must be developed into an investor relations strategy incorporating persuasion tactics under the SEC and NSE charter guidance.

1st November 2007 This presentation if the media forum 2 November 2007 Phil Wharton MD/CEO Costain West Africa 5 November 2007 Monitor public relations output and make improvements accordingly. 6 November 2007

The focus of presentation is to ensure the graphic is well branded inline with Costain West Africa’s brand awareness programme. It should seek to inform and convince the media of the organization skills from an investment perspective. All materials/information to help the media work effectively to be sourced and ready. Costain West Africa Team will make presentation on the company, values, current industry/market position, new management team, new investors, new businesses, new business plan and projections into the future. Use corporate approach to marketing/branding in the sense that cross service working and communications have improved as we reveal and perform each strategy before pre offer and opening offer. Costain West Africa team consult with Policy & Communications Team on advertisement and publication branding.

7


Media PR

Impact85 to monitor the media team members to ensure correct and accurate information is given to the public in all press reports. PR managers to provide correct details of all team members to Impact85 CEO and assess and evaluate their current reports to date to make improvement where necessary.

6 November 2007

Begin public sensitization and meet within the agreed media protocol as one of the arms of the corporate communication strategy. More emphasis on Costain West Africa’s business ability and strong historic background within the local are the key drivers of our objectives. Impact85 will entertain media team with goodie bags and gifts. Also use this opportunity to measure the amount of media coverage Costain West Africa received over the last week.

Media Tour Costain MD Away Radio Hypes with Obabolujo

To build media confidence about operational effectiveness of Costain we have arranged for selected media report to visit the company’s head office and witness first hand that the organisation exist but more importantly its not a shell company. Phil Wharton is out of the office until Monday 12th November 2007 please do not plan anything that involves his presence with reference to the PO Obabolujo programme StockWatch on Star FM has large followers who rely on information from the presenter to make investment decision, its important Costain is part of this for the benefit of sale of the shares.

7 November 2007 7 November 2007 Phil is away on a business trip 8 November 2007

Client to take media team members round some of its on-going projects within or outside Lagos. This will help media to inform the public that they will be buying into a great company Consider working on the business list for the Costain West Africa official re-launch on the 3 December 2007. The client has requested we invite everyone on their client list including their group company’s client list. Agency to discuss offer endorsement with Obabolujo and negotiate terms. Prepare endorsement contracts and confidential release forms.

8


Impact85 Managing Director is away

Tajudeen Ogunsola (Impact85’s MD) is away in London from 10 November to Tuesday 13 November 2007.

10 November 2007 You can reach Taj on +4497907735758

For the attention all those involved with this project please be advised that Tajudeen Ogunsola will be away for 4 day in London

Confirmation of Offer date Impact85 MD is away

Impact85 to confirm with Costain West Africa about the official date that the offer will open on the Nigeria Stock Exchange to direct and book all press and outdoor media for these dates. Tajudeen Ogunsola is out of the office on a visit to Sierra Leone

12 November 2007 14 November 2007 You can reach Taj on +2348088500000

Review all press and outdoor media plan to ensure all media booking is inline with Clients NSE dates. Send Client media tear sheet of the media booking for approval before payment commitment is made with media houses. For the attention of all those involved with the Costain West Africa, the named person is away for 2 days and returns on 16 November 2007

9


CEO interview with selected media Television Public Relation coverage Times indicated for these programme is unchangeable and is outside of our control, as it’s the network schedule elected slots. TV Stations Channels TV NTA Network AIT NTA Network (New Dawn with Funmi) Online ads

Media interview for the investing public to know the career profile and background of the CEO and his management. Explore possibility of doing something with television partner at the pre, offer and post offer stage of the PR strategy. A proactive approach to negotiate value for money coverage for our client and secure all booking with dates as well as time slot for Costain West Africa to visit TV channel presenters for interview. Locations Krestal Laurel Building, Maryland, Ikeja Ahmadu Bello Way, V.I AIT Road, Alagbado, NTA, Tejuoso,Yaba All online media will commence from this date

16 November 2007 CEO’s PA to confirm if Phil Wharton is free on this date. 19 November 2007 To report to client on press enquiries, media coverage, number of press releases issued to date and which media teams they are coming from. Objective A good platform to educate the public more while the offer is going-on 20 November 2007 6 December 2007

Costain W.A. to introduce their management responsible to take the company into profitability and showcase their expertise to the media. Below are a listed of selected media partners we believe will help us drive our objective during each stage of the public offer. Channels TV (Business Morning, 10.30AM), NTA Network (AM Express, 8am), AIT (Kakaaki 8am), NTA Network (New Dawn with Funmi, 10.30AM) Impact85 to prepare a television promo to showcase Costain West Africa brand awareness campaign to be aired on these TV stations as part of the negotiations. Target Reach Lagos, Abuja, DSTV Pan-Nigeria, DSTV Pan-Nigeria, DSTV, New York, Atlanta Pan-Nigeria, DSTV We have purchased media space online with newspapers, ProShare, and African magazines. Refer to client for more details about our involvement for this opening.

10


Official Opening by President of Nigeria & Kano State Governor of the Kano Construction Project Costain Launch Party Evaluation, Learning and review

The President of Nigeria will official opening the construction project Costain West Africa has been working on for the 5 years in Kano The Civic Centre The Grand Banquet Hall Ozumbe Mbadiwe Road, Victoria Island Lagos. Arrange for a first class chef, British, French and Spanish wines including (French only) Champaign. Security must be tight for the high profile guess. Ensure client networks with all guess attending the launch. How progress will be measured, and the strategic objectives reviewed, with stakeholders’ involvement After the IPO and all Marketing, Advertising and Public Relation campaign reaches an end the agency (Impact85 Marketing & Communication) will send the Evaluation report to the client (Costain West Africa) based on the strategy use and marketing mix outcome.

11th December 2007 1st January 2008

Prepare presentation and campaign for launch party, invite all member of the press to the event, client lists including client list for group holding company

Invitation to be sent to the British High Commission to Nigeria, Embassy of People’s Republic of Chain to Nigeria, Direct-General of NSE, Director General of SEC, Issuing Houses, Investment Banks, Bankers, targeted Managing Directors of Corporate Nigeria and 2 Ministers from the Federal Republic of Nigeria (include special parking badges with invitation for government officials, NSE, SEC and Issuing House MD’s.

Plan for how stakeholder groups will be involved in ongoing evaluation and review of the strategy throughout its life. Arrangements for measuring performance over the lifetime of the strategy, and reviewing the strategic objectives Arrangements for developing action plans to maintain progress against the key performance results and/or take corrective action where performance is below expected levels

Arrangements for gathering and using innovation and learning (internal and external) to inform the strategy

costain west africa plc ipo action plan impact85

Self Improvement