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Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
Costain West Africa Plc IPO Action Plan Impact85
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Costain West Africa Plc IPO Action Plan Impact85

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To provide a further update for members of the Public Offer team involved in the progress and development of Costain West Africa’s …

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.

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  • 1. 1 Pre and Post IPO Communications Strategy For Contain West Africa Plc 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. info@impact85.com.ng IPO/SEC 2007
  • 2. 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 marketing@impact85.com.ng 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. info@impact85.com.ng IPO/SEC 2007
  • 3. 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 companys 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 todays spending becomes quantifiable. Communication is Key Communicating with investors is an exacting business. The absence of timely and accurate information on a companys 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. 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. info@impact85.com.ng IPO/SEC 2007
  • 4. 4 Action Progress to Public Offer Oct-Nov 2007 21 October 2007 Comments Nigeria Media Team Impact85 should organise a media briefing for local Provide refreshment and Discuss Costain West Africa’s history in Nigeria and their Local journalist within journalist who shall be reporting on Costain West food, Impact85 managing commitment to invest in the local market hence their need Nigeria Africa market potential during pre offer, opening director to conduct the for raise capital to improve on equipments, technology, and and posting offer campaign. media team briefing human resources to change the way we build and develop housing and office structures. 22 October 2007 Meet with Costain West Question and answer Africa Plc Give a presentation to the client and reveal the session Agency to brief Client on the outcome of the meeting and public relations strategy developed for this public make client understand perception issues on Costain W.A offer and the need for them to be open and honest with information in the media 23 October 2007 Brand Awareness Reveal the creative concept (press and outdoor Deliver 2 copies of creative Create an open discussion and take notes for area of Nationwide and Africa media) developed to tackle Costain W.A. brand campaign to client improvement on first impression about the campaign. presence and increase their brand asset. 24 October 2007 The aim is to ensure the The objective here is to learn and make changes where Radio Ad Send over the first prototype radio ad for Costain agency is inline with possible to the radio ad, in order to improve and our ensure The target audience is client’s brief requirements client is confident in which we wish to market the brand. Nigerian investors 25 October 2007 Media plan/Media Send the client our proposed media planning and An opportunity to highlight The media planning and media buying strategy display buying Strategy media buying execution strategy. any other types of media the various types of media the agency will be using to attract client wishes to use. potential investors within the local market. 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. info@impact85.com.ng IPO/SEC 2007
  • 5. 5 26 October 2007 Constitution of Africa media Costain West Africa market reach must go beyond Invite expressions of Prior to its formation, communications was not viewed as a Business in Africa, the Nigeria market to exploit possible construction interest from African corporate issue. Public relations mainly seen as the issuing NewAfrica, African opportunities within the West Africa countries and publication, design creative of press releases but Costain West Africa needs to do more Business, Trader, African deliver market awareness for the brand. Original advertising concept of to increase its market value across Africa as well as Nigeria Investors, terms of reference: reach this target audience where it intends to go to market (public Offer). and select a range of publication for editorial coverage. 29 October 2007 Web Design Complete the design for the Costain West Africa Graphic department should Research Costain West Africa’s web present in the UK and website www.costainwa.com Website content start the designing process as a group and construct a design that seek to sale its should include; About us, Sector, News, careers, in order to meet with clients abilities to the West Africa market but ensuring the excellent Home and Contact media relations; corporate brief. use of their brand identity. The site should help highlight the publications & events; branding; website; internal importance of communications and corporate branding communications across all service deliverables. 31 October 2007 e-Commence Consider if its necessary to develop an e- Refer to other IPO’s use of It has driven the development of the website from the This site should accept commence site to assist in the selling of share opportunities to promote or beginning as this was seen as a corporate rather than a Interswitch and Visa during the offer period increase sales accessibility marketing task. payments online for purchasing shares online. 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. info@impact85.com.ng IPO/SEC 2007
  • 6. 6 1st November 2007 Presentation The management of Costain West Africa will This presentation if the The focus of presentation is to ensure the graphic is well Design and edit the present a presentation to the media forum on the media forum branded inline with Costain West Africa’s brand awareness presentation the Costain following subject; Overview of the company, programme. It should seek to inform and convince the media West Africa team will be Investment highlights, market overview, financial of the organization skills from an investment perspective. sending to agency. summary, management structure and public offer details. All materials/information to help the media work effectively to be sourced and ready. 2 November 2007 1stMedia Forum Lagos Impact85 to prepare background information on Phil Wharton MD/CEO Costain West Africa Team will make presentation on the Management team to Costain West Africa for the local media to use for Costain West Africa company, values, current industry/market position, new meet with media for their press articles management team, new investors, new businesses, new clarification on the business plan and projections into the future. company’s public offer. 5 November 2007 Review strategy Organise Media Press conference with our Monitor public relations Use corporate approach to marketing/branding in the sense Investigate corporate selected journalist, Agency to book Planet One for output and make that cross service working and communications have approach to Public Offer 30-35 people improvements accordingly. improved as we reveal and perform each strategy before pre marketing. offer and opening offer. 6 November 2007 Stories begin in the Prepare campaign strategy. This must be Costain West Africa team consult with Policy & press about Costain developed into an investor relations strategy Communications Team on advertisement and publication West Africa incorporating persuasion tactics under the SEC and branding. NSE charter guidance. 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. info@impact85.com.ng IPO/SEC 2007
  • 7. 7 6 November 2007 Media PR Impact85 to monitor the media team members to Begin public sensitization and meet within the agreed media ensure correct and accurate information is given to protocol as one of the arms of the corporate communication the public in all press reports. strategy. More emphasis on Costain West Africa’s business ability and strong historic background within the local are the PR managers to provide correct details of all team key drivers of our objectives. members to Impact85 CEO and assess and evaluate their current reports to date to make Impact85 will entertain media team with goodie bags and improvement where necessary. gifts. Also use this opportunity to measure the amount of media coverage Costain West Africa received over the last week. Media Tour 7 November 2007 To build media confidence about operational Client to take media team members round some of its on- effectiveness of Costain we have arranged for going projects within or outside Lagos. This will help media selected media report to visit the company’s head to inform the public that they will be buying into a great office and witness first hand that the organisation company exist but more importantly its not a shell company. Costain MD Away 7 November 2007 Phil Wharton is out of the office until Monday 12th Phil is away on a business Consider working on the business list for the Costain West November 2007 please do not plan anything that trip Africa official re-launch on the 3 December 2007. The client involves his presence with reference to the PO has requested we invite everyone on their client list including their group company’s client list. Radio Hypes with 8 November 2007 Obabolujo Obabolujo programme StockWatch on Star FM Agency to discuss offer endorsement with Obabolujo and has large followers who rely on information from the negotiate terms. Prepare endorsement contracts and presenter to make investment decision, its confidential release forms. important Costain is part of this for the benefit of sale of the shares. 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. info@impact85.com.ng IPO/SEC 2007
  • 8. 8 Impact85 Managing 10 November 2007 Director is away Tajudeen Ogunsola (Impact85’s MD) is away in You can reach Taj on For the attention all those involved with this project please London from 10 November to Tuesday 13 +4497907735758 be advised that Tajudeen Ogunsola will be away for 4 day in November 2007. London Confirmation of Offer 12 November 2007 date Impact85 to confirm with Costain West Africa Review all press and outdoor media plan to ensure all media about the official date that the offer will open on the booking is inline with Clients NSE dates. Send Client media Nigeria Stock Exchange to direct and book all press tear sheet of the media booking for approval before payment and outdoor media for these dates. commitment is made with media houses. Impact85 MD is away 14 November 2007 Tajudeen Ogunsola is out of the office on a visit to You can reach Taj on For the attention of all those involved with the Costain West Sierra Leone +2348088500000 Africa, the named person is away for 2 days and returns on 16 November 2007 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. info@impact85.com.ng IPO/SEC 2007
  • 9. 9 CEO interview with 16 November 2007 selected media Media interview for the investing public to know the CEO’s PA to confirm if Phil Costain W.A. to introduce their management responsible to career profile and background of the CEO and his Wharton is free on this take the company into profitability and showcase their management. date. expertise to the media. Television Public 19 November 2007 Relation coverage Times indicated for these Explore possibility of doing something with To report to client on press Below are a listed of selected media partners we believe will programme is television partner at the pre, offer and post offer enquiries, media coverage, help us drive our objective during each stage of the public unchangeable and is stage of the PR strategy. number of press releases offer. Channels TV (Business Morning, 10.30AM), NTA outside of our control, as issued to date and which Network (AM Express, 8am), AIT (Kakaaki 8am), NTA it’s the network schedule A proactive approach to negotiate value for money media teams they are Network (New Dawn with Funmi, 10.30AM) elected slots. coverage for our client and secure all booking with coming from. dates as well as time slot for Costain West Africa to Impact85 to prepare a television promo to showcase Costain visit TV channel presenters for interview. West Africa brand awareness campaign to be aired on these TV stations as part of the negotiations. TV Stations Locations Objective Target Reach Channels TV Krestal Laurel Building, Maryland, Ikeja A good platform to educate Lagos, Abuja, DSTV NTA Network Ahmadu Bello Way, V.I the public more while the Pan-Nigeria, DSTV AIT AIT Road, Alagbado, offer is going-on Pan-Nigeria, DSTV, New York, Atlanta NTA Network (New NTA, Tejuoso,Yaba Pan-Nigeria, DSTV Dawn with Funmi) 20 November 2007 We have purchased media space online with newspapers, ProShare, and African magazines. Online ads 6 December 2007 All online media will commence from this date Refer to client for more details about our involvement for this opening. 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. info@impact85.com.ng IPO/SEC 2007
  • 10. 10 Official Opening by 11th December 2007 President of Nigeria & Kano State Governor of The President of Nigeria will official opening the Prepare presentation and campaign for launch party, invite the Kano Construction construction project Costain West Africa has been all member of the press to the event, client lists including Project working on for the 5 years in Kano client list for group holding company Costain Launch Party The Civic Centre The Grand Banquet Hall Ozumbe Invitation to be sent to the British High Commission to Mbadiwe Road, Victoria Island Lagos. Nigeria, Embassy of People’s Republic of Chain to Nigeria, Direct-General of NSE, Director General of SEC, Issuing Arrange for a first class chef, British, French and Houses, Investment Banks, Bankers, targeted Managing Spanish wines including (French only) Champaign. Directors of Corporate Nigeria and 2 Ministers from the Security must be tight for the high profile guess. Federal Republic of Nigeria (include special parking badges Ensure client networks with all guess attending the with invitation for government officials, NSE, SEC and launch. Issuing House MD’s. Evaluation, Learning 1st January 2008 and review How progress will be measured, and the strategic Plan for how stakeholder groups will be involved in ongoing objectives reviewed, with stakeholders’ involvement evaluation and review of the strategy throughout its life. Arrangements for measuring performance over the lifetime After the IPO and all Marketing, Advertising and of the strategy, and reviewing the strategic objectives Public Relation campaign reaches an end the Arrangements for developing action plans to maintain agency (Impact85 Marketing & Communication) will progress against the key performance results and/or take send the Evaluation report to the client (Costain corrective action where performance is below expected West Africa) based on the strategy use and levels marketing mix outcome. Arrangements for gathering and using innovation and learning (internal and external) to inform the strategy 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. info@impact85.com.ng IPO/SEC 2007

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