The document discusses conducting a strategic assessment for UST Global to improve their marketing and branding. It proposes a four step approach: 1) conducting an audit and needs assessment, 2) identifying goals and creative concepts, 3) establishing creative themes and delivery channels, and 4) executing campaigns. The assessment would define branding goals, align marketing strategies, determine targets and messages, select appropriate media, and create an analytics platform. It recommends MD&A and Manifest Digital to lead the strategic assessment process and help create a comprehensive marketing plan for UST Global.

1. All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Focus on Strategic Assessment—
Marketing Strategy • Branding • Advertising • Social Media • Analytics
INFORMED DECISION-MAKING

2. 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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Page 2 | January 2, 2014

3. ASSUMPTION:
UST GLOBAL wants to:
Establish a solid marketing plan based upon a
comprehensive 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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4. 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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Page 4 | January 2, 2014

5. OVERVIEW:
The project entails delivering a comprehensive strategic assessment focused on better defining the target
audience for UST Global’s various promotional / marketing campaigns and properly aligning the appropriate
creative 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 wasteful
practices 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 Strategy
Creative
Execution
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 5 | January 2, 2014

6. APPROACH:
STEP1
We propose to act as the master consulting entity in association with Manifest Digital
see: 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 Assessment
to align with UST Global’s corporate business objectives and specific
marketing 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
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
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7. STEP2 Identify specific features / capabilities and goals
of 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
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 7 | January 2, 2014

8. STEP3 Establish specific unique creative and thematic threads as well as
delivery 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
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 8 | January 2, 2014

9. ENGAGEMENT TOPOLOGY: MD&A Michael Donohue
Over arching coordination of the engagement and
virtual associates in conjunction with designated
UST staff.
MARKETING
STRATEGY | 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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Page 9 | January 2, 2014
MD&A & Manifest
CREATIVE
EXECUTION
MARKETING
STRATEGY

10. CONSIDERATIONS/OBSERVATIONS
The “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 objectives
Design the high level targeted creative
Develop 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, and
social. We feel that this process requires agnostic niche experts to assess and deliver the best Vision / Strategy.
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 10 | January 2, 2014

11. TALENT/RESOURCES
MD&A’s Role
We 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.
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 11 | January 2, 2014

12. ENGAGEMENT – NEXT STEPS
We are proposing a “fast track” phased approach consisting of four discrete steps. This will allow us to
accurately define the core operational, creative, and marketing drivers that will, in turn, determine the
marketing approach and resulting advertising criteria underpinning the future work.
—The ago old adage applies:
“An ounce of prevention is worth a pound of cure.”
All content contained herein is proprietary and confidential. This is property of MD&A and is not to be reproduced or used without their written consent. ©2014 All Rights Reserved.
Page 12 | January 2, 2014