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Focus on Strategic Assessment—

Marketing Strategy • Branding • Advertising • Social Media • Analytics

INFORMED DECISION-MAKING

A Strategic Assessment will improve decision-making to support the Overall Marketing Objectives. To find the best possible solutions, quickly and efficiently, we need to learn more about the factors that contribute to measurable success.

Our process is linear but looks for the intersection of many factors to form the best possible solution that directly meets your business marketing objectives.

STRATEGIC ASSESSMENT:

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ASSUMPTION:UST GLOBAL wants to:

Establish a solid marketing plan based upon acomprehensive strategic assessment that:

• Defines branding goals and Initiatives

• Aligns with marketing strategies and goals

• Determines targets and appropriate messages

• Delivers media to the appropriate targets

• Creates manageable transactions

• Based upon a rational analytical process

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Need next gen marketing & branding...but it is only valuable when it...

• Is targeted to the right audience with the appropriate message.• Excites and supports the theme and feeling of the UST Global brand.• Creates a pathway to engagement, experience, educates, evokes participation or triggers new client acquisition.• Collects data to identify a pattern that can lead to a conversation, better define an audience or target a prospective client.• Informs the target audience about the who, what, when and where of UST Global’s activities.

NEXT GENERATION MARKETING & BRANDING

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OVERVIEW:The project entails delivering a comprehensive strategic assessment focused on better defining the targetaudience for UST Global’s various promotional / marketing campaigns and properly aligning the appropriatecreative to those campaigns. We will also determine the correct media delivery channels for said campaigns as well as analyzing the results of the campaigns.

We will deliver a functional “vision” matrix that denotes the targeted audience and the appropriate messaging and delivery channels. This will serve as a template that can be augmented and modified to accommodate future campaigns and changing target audiences.

The thrust of the work is to create a “process” that will ensure that campaigns such as the envisioned banner campaign are fully thought out and in keeping with the process. Thereby avoiding inefficient and wastefulpractices altogether.

We will leverage UST Global’s substantial resources and capabilities during the entire process and bring UST’s abilities to bear whenever and wherever possible.

There are three principal project components that need to work together seamlessly:

Marketing StrategyCreativeExecution

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APPROACH:

STEP1

We propose to act as the master consulting entity in association with Manifest Digitalsee: http://manifestdigital.com/, whereby we will provide oversight and management of the“informed decision making process.” UST Global will be an integral partner in the process.

Audit & Complete Needs Assessmentto align with UST Global’s corporate business objectives and specificmarketing strategy to:

• Define and enunciate UST’s Global messaging in the context of campaigns, target audience and selected media(s)• Refine the identity of target audiences for various marketing and branding initiatives by carefully analyzing past and current initiatives and their success• Affirm the brand and modify the branding methods if warranted using the findings derived from the “informed decision making process.” • Improve the basis of enhanced and targeted campaigns through an analytical methodology that aligns the appropriate message to the right target using the best media

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STEP2 Identify specific features / capabilities and goalsof the envisioned Marketing Strategy

• Define the unique creative and thematic threads based upon the target audience • Outline creative concepts as mapped to both the target audience and media: digital, social, print, OOH, in-flight, APPS, etc. • Under take discovery related to what UST Global assets currently exist and those that need to be created • Confirm budgets for various campaigns and allocate them accordingly• Determine what creative capabilities UST Global has “in house”• Determine what digital - social programs can be executed by UST Global “in house”• Determine internal (UST Global) versus external vendor throughput

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STEP3 Establish specific unique creative and thematic threads as well asdelivery channels in keeping with budgetary allocations

• Undertake the specific creation of assets • Create wire frames where needed if appropriate to APPS• Define and build digital - social media campaigns • Generally undertake creative execution

STEP4 Execution

• Execute Campaigns after verifying they are in compliance with UST’s allocated budgets• Issue RFPs if warranted to outside vendors for required services• Set up analytics platform to asses effectiveness• Make certain that the necessary infrastructure is there to handle lead generation, calls, literature, social media activities and other related activities. • Use online project management tool to track project milestones and deliverables

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ENGAGEMENT TOPOLOGY: MD&A Michael DonohueOver arching coordination of the engagement and virtual associates in conjunction with designated UST staff.

MARKETINGSTRATEGY | UST, MD&A & Manifest• Audit and needs assessment• Identify specific features, capabilities and goals• Brain storm initial creative concepts, identify targets and appropriate media(S)• Establish gross budgets

CREATIVE | UST, MD&A & Manifest• Refine creative concepts• Create integrated campaigns,• Finalize creative• Identify target and optimal media(s)• Establish specific budgets with sign off

EXECUTION | UST, MD&A & Manifest• Execute planned campaigns• Observe effectiveness by using analytical measurement• Refine campaigns accordingly

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MD&A & Manifest

CREATIVE

EXECUTION

MARKETINGSTRATEGY

CONSIDERATIONS/OBSERVATIONSThe “Informed Decision Making” process ensures that a foundational structure is established to ensure that the scoping of specific operational elements is complete and in alignment with corporate and marketing goals and objectives. The process promises to certify and streamline the next steps in the deployment cycle.

Our suggestion is to conduct the due diligence inherent in the process before committing any investment by:

Defining the business and marketing objectivesDesign the high level targeted creativeDevelop the creative criteria to bridge both short term creative design and long term planning

The driver is maintaining UST Global’s core branding and theming while delivering effective targeted messages and content to reach the designated audience while meeting budget and ROI drivers.

Our recommendation of the strategic virtual consultants herein is based upon years of experience in the deployment of emerging media(s) across a variety of challenging environments including print, OOH, digital, mobile, broadcast, andsocial. We feel that this process requires agnostic niche experts to assess and deliver the best Vision / Strategy.

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TALENT/RESOURCESMD&A’s RoleWe are the master consultant in the planning and “follow on” execution of the “Informed Decision Making” process. Our focus is providing UST Global with high density – specialized consulting focused on the vetting, creation, management and distribution of advertising across multiple platforms. MD&A’s principals have been instrumental in the deployment of over 100M in emerging technologies for a diverse clientele including Thomson Reuters, Paramount, NBC, Sony, Disney and Technicolor. We will manage the “Informed Decision” process and the production of the “follow” on deliverables during the engagement.

Manifest Digital Manifest Digital accelerates customer engagement and influence. And they do it for some of the world’s leading brands:

Post Foods • Allstate • Motorola • Scottrade • Kohl’s • Savvis Centurylink

Manifest was born as a technology, UX and marketing practice over 10 years ago, and has become the largest independent marketing firm in the Midwest and the authority on customer experience -- our insights continually cited and validated by Forrester. Really anything that our creative technologists can dream up and build to reach audiences with impact at scale.

Our real greatness is seen in clients that can utilize both of these approaches, where we can bring clients closer to customers with hyper-efficiency and in a way no other agency is suited to do.

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ENGAGEMENT – NEXT STEPSWe are proposing a “fast track” phased approach consisting of four discrete steps. This will allow us toaccurately define the core operational, creative, and marketing drivers that will, in turn, determine themarketing approach and resulting advertising criteria underpinning the future work.

—The ago old adage applies:“An ounce of prevention is worth a pound of cure.”

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